Abstract
Purpose – The purpose of this paper is to better understand the relationships between the paradoxes of social networking sites (SNSs) and users' loyalty toward these websites.Design/methodology/approach – This study surveyed 180 students enrolled in graduate and/or undergraduate level classes in three different universities in the Midwest and Southwest regions of the USA. The structural equation modelling (SEM) technique was employed to analyze data and examine the conceptual model proposed in the current study.Findings – The results suggest that the paradoxes of social networking sites (assimilation/isolation and competence/incompetence) are significant antecedents of online social networking pleasure and loyalty. Furthermore, the results suggest that pleasure mediates the relationships between paradoxes of social networking sites and loyalty toward social networking sites.Research limitations/implications – A sustainable business strategy for SNSs would be to maintain a safe environment that on one hand...
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