Publicação
Customer loyalty through social networks: Lessons from Zara on Facebook
| dc.contributor.author | Gamboa, Ana Margarida | |
| dc.contributor.author | Gonçalves, Helena Martins | |
| dc.date.accessioned | 2022-08-04T08:53:05Z | |
| dc.date.available | 2022-08-04T08:53:05Z | |
| dc.date.issued | 2014 | |
| dc.description.abstract | Companies’ escalating investment in social media–—in particular, in Facebook–—has become reality. However, most firms still do not see social networks as a vehicle for cultivating and winning customer loyalty, but rather as a resource for creating brand awareness. In this article, we offer a different view. By examining fans and non-fans of the Zara brand on Facebook, we discovered that Facebook enhances the relations that increase loyalty via trust, customer satisfaction, perceived value, and commitment. Our results revealed that these relations are stronger for fans of the brand than for non-fans, and suggest that customer satisfaction is the strongest determinant of loyalty. This indicates a new opportunity for marketing managers to achieve customer loyalty: Facebook. | pt_PT |
| dc.description.sponsorship | This work is funded by National Funds through FCT (Fundação para a Ciêcia e a Tecnologia) | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Gamboa, Ana Margarida and Helena Martins Gonçalves.(2014). “Customer loyalty through social networks: Lessons from Zara on Facebook”. Business Horizons, Vol. 57, No. 6: pp. 709-717 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.5/25122 | |
| dc.language.iso | eng | pt_PT |
| dc.publisher | Elsevier | pt_PT |
| dc.subject | Social Media | pt_PT |
| dc.subject | Social Networks | pt_PT |
| dc.subject | pt_PT | |
| dc.subject | Customer Loyalty | pt_PT |
| dc.subject | Brand Marketing | pt_PT |
| dc.subject | Customer Satisfaction | pt_PT |
| dc.title | Customer loyalty through social networks: Lessons from Zara on Facebook | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | article | pt_PT |