Exploring the Dimensionality and Validation of Social Media E-Loyalty: A Multidimensional Approach
(A2025-125984)

AUTHORS

Badriah Alfozan, University of Bath; ALISTAIR BRANDON-JONES; Sheik Meeran, University of Bath; Judith De Groot, University of Groningen

ABSTRACT

Despite major investments in social media by organizations over the last decade, our understanding of customer loyalty in this context remains limited. The purpose of our paper is to examine social media e-loyalty dimensions and to develop, refine, and validate their measures. Our research, incorporating three empirical studies in Saudi Arabia, the Netherlands, and the United States of America, identifies seven distinct universally applicable dimensions of social media e-loyalty: contextual intention, contextual behavior, participation intention, participation behavior, transactional intention, transactional behavior, and company preference. Our research represents one of the most extensive investigations of social media e-loyalty to date and is novel in examining the construct’s dimensional structure. The validated multi-item scales are suitable for theory building and testing, as well as offering diagnostic value to practitioners.