The value of it habit in microblogs on brand loyalty

Abstract

With the prevalence and potential value of microblogs, many marketers have leveraged this technology to build brand community for broadcasting products and attracting consumers. However, from a marketing point of view, few studies address how practitioners can benefit from microblogs in terms of building brand loyalty. This study investigates the effects of IT habit on brand loyalty within microblogs. We develop a research model and empirically test it using data collected from a survey on a Chinese microblog site. The findings suggest that consumers' habit of using microblogs to follow their preferred brands can significantly affect their brand loyalty. Satisfaction, importance, and social interaction are found to be important antecedents of IT habit. Theoretical and practical implications are offered. © 2014 International Journal 2 of Electronic Commerce Studies.