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Cited by 111Digital Marketing and Social MediaConsumer Behavior in Brand Consumption and IdentificationCustomer Service Quality and Loyalty

Drivers and Outcomes of Brand Relationship Quality in the Context of Online Social Networks

Pentina, Iryna, Gammoh, Bashar S., Zhang, Lixuan, Mallin, Michael·2013·International Journal of Electronic Commerce
DOI 10.2753/jec1086-4415170303
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Abstract

This research adopts a brand relationship perspective to investigate how users of a social network site (e.g., Facebook and Twitter) perceive the quality of their relationship with those sites and their intention to continue to use them, as well as the intention to continue using the hosted brands that they "follow" through the social network site. In addition, the role of matching a user's personality to the perceived personality of the social network site is explored as an antecedent to perceived relationship quality with the social network site. Survey responses from 284 Twitter and Facebook users were collected, and Smart PLS path modeling was used to test our hypotheses. Findings confirm that individuals join and form stronger ties with social networks that convey similar personality characteristics to themselves. Study findings also reveal that perceived strength of relationship quality with an online network brand not only facilitates future intentions to continue using this network and recommend it to others but also strengthens preferences for other brands utilizing this network for marketing purposes. A key implication of our findings is that social network sites and "followed" businesses may benefit from designing and implementing relationship-building-focused processes to strengthen participation in the social network site to increase user engagement with brands hosted on the social network site.

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Crossref · 10.2753/jec1086-4415170303

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  • Consumers' perceived relationship quality with an online social network encourages future intentions to continue using this network and increases preferences for other brands that utilize the same network.

    “Pentina et al. [60] have found that consumers' perceived relationship quality with an online social network encourages future intentions to continue using this network and increases preferences for other brands that utilize the same network.”

    From Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation (2025) · cites this paper as [60]

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Authors
Pentina, I., Gammoh, B. S., Zhang, L., & Mallin, M.
Affiliations
  • University of Toledo (US)
  • Augusta University (US)
ORCID
Venue
International Journal of Electronic Commerce
Publisher
Informa UK Limited
Published
2013-04
Volume
17
Issue
3
Pages
63-86
ISSN
  • 1086-4415 (ISSN-L)
  • 1557-9301
DOI
10.2753/jec1086-4415170303
OpenAlex
W2040847245
Cited by
111
References
76
Citations by year
2026: 1 · 2025: 4 · 2024: 6 · 2023: 7 · 2022: 11 · 2021: 11 · 2020: 11 · 2019: 11 · 2018: 8 · 2017: 15 · 2016: 7 · 2015: 12 · 2014: 6 · 2013: 1
FWCI
26.85
Type
journal article
Language
en
Open access
closed
Locations
International Journal of Electronic Commerce (publishedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
Keywords
brand relationship quality, social network sites, Facebook, Twitter, user personality, continuance intention, brand following, brand preference, user engagement, relationship marketing, social media

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