The Influence of Social Media Investment on Relational Outcomes: A Relationship Marketing Perspective

Abstract

Given that the majority of businesses are using social media as a marketing tool, this article investigates whethersocial media actually contributes to building and maintaining relationships with consumers. Specifically, socialmedia is conceptualized as a part of relationship investment, and tested for its influence on satisfaction, loyaltyand word of mouth behaviors through the mediator of relationship quality. Results indicate that social mediafollowers perceive higher levels of relationship investment, report higher perceptions of relationship quality, andhave higher levels of customer satisfaction, loyalty and positive word of mouth intentions with the organizationthan do non-followers. Taken together, these findings indicate that social media does seem to influence keyrelationship marketing variables that lead to more relational consumers.