Abstract
Web-based, online social networking has received much attention from researchers in a variety of academic disciplines, with interesting issues addressed from different perspectives. Although Internet technologies play an instrumental role in the provision of the connectivity and message exchange capabilities that are required for the member interactions, the impacts of extensive usage of online social networks often are often on the non-technological aspects. This research investigates the driving forces of website loyalty, an issue of interest to both the individuals using the service for socializing and for the businesses deploying social networks as a serious technological tool for business promotion purposes. Using Facebook as the target of observation, this study evaluates the effects of social presence and social capital on website loyalty. The analysis reveals a positive influence of social presence on all three (structural, relational and cognitive) dimensions of social capital. Further, both the relational and cognitive dimensions of social capital have positive influence on the website loyalty.
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