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Abstract
This study aims to explore the impact of satisfaction and trust on stickiness to Facebook. Also, it proposed that hedonic value, emotional value, and social value act as critical antecedents to Facebook stickiness. A quantitative methodology is used to examine the research questions. The research model was tested with data from 511 university students and five academic professors using an online survey. The proposed hypotheses were tested using regression analysis. Furthermore, Data were collected from targeted participants with Facebook experience, among the 511 participants, 353 were females (69.1%), and 158 were males (30.9%). The SEM analysis showed that satisfaction positively and significantly did affect stickiness, where trust did not. Also, results showed while hedonic value affected satisfaction, it did not impact trust. Hence, the results confirmed that hedonic value served as important value concerns for Facebook users. Nevertheless, the study found that both emotional value and social value impacted satisfaction and trust. The current research has enriched the existing study in the fields of customers’ satisfaction and trust on stickiness to Facebook. Moreover, this research is one of the earliest studies that proved that customer value creation serves as an important driving factor for customer satisfaction to generate stickiness to SNS. This study’s results help policymakers and designers of SNS to understand what value factors affect users’ stickiness to Facebook. Their marketing plans and decisions can be accordingly adjusted. This study suggests that marketers need to pay full attention to social value by adding more interactive features such as comments, likes, and shares in order to build social image and increase one’s social influence.
Highlights
The rise of social networking sites is fueled by web 2.0 technologies, allowing users to be both consumers and creators of the online content
It proposed that hedonic value, emotional value, and social value act as critical antecedents to Facebook stickiness
This stream of research focuses on the multidimensional nature of values and examines how different types of values directly influence users’ stickiness to social networking sites (SNS) (Hong et al, 2017; Yang et al, 2018; Ibrahim & Borhan, 2020; Cocosila & Igonor, 2014). Another stream of research provides evidence of the role of relationship quality constructs from the IS success model on stickiness (Wu et al, 2014; Amoroso & Chen, 2017; Tsai & Hung, 2019; Ye et al, 2019; Lee et al, 2017). We integrate these two views and argue that stickiness is a matter of users’ trust in and satisfaction towards Facebook and that social, hedonic and emotional values affect the levels of trust and satisfaction
Summary
The rise of social networking sites is fueled by web 2.0 technologies, allowing users to be both consumers and creators of the online content. Since the Cambridge Analytica scandal, Facebook has been facing continuous criticism for its improper privacy policies from its users, legislators and the society as a whole. This matter has garnered considerable attention because the content on Facebook is co-constructed by the user and others (Jia & Xu, 2015). Any privacy risk on an individual will spill over to other users in his/her circle Ramifications from this scandal were felt as there was a 66% drop in users’ trust in Facebook (Weisbaum, 2019), and a 20% decrease in the number of actions on Facebook (e.g. like, posts, share) (Alex, 2019). Millions of users left WhatsApp and started looking for more secure platforms like telegram and signal (Duffy, n.d.)
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