The Impact of Soccial Networking on Customer loyalty: Facebook case
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
This bachelor thesis studies the impact of social networking on customer loyalty. Customer loyalty is defined as a commitment to re-buy a specific product or service in the future, despite external influences. There are several influencers of customer loyalty that must be taken care of, e.g. core offering, demographics, elasticity level or share of wallet.
The objective of this thesis is to investigate the factors that influence customer loyalty through social networking on Facebook. In order to achieve that, the author has reviewed academic literature on the topic of customer loyalty, as well as on social networking and the ways in which Facebook is used as a marketing tool.
Place, publisher, year, edition, pages
2012. , 89 p.
customer loyalty, social networking sites, Facebook
IdentifiersURN: urn:nbn:se:lnu:diva-22191OAI: oai:DiVA.org:lnu-22191DiVA: diva2:562536
Subject / course
Business Administration - Marketing
International Sales and Marketing, 180 credits
UppsokSocial and Behavioural Science, Law