Internet users’ fidelity in the blogosphere
Journal Title: Sociología y tecnociencia/Sociology and Technoscience. - Year 2011, Vol 2, Issue 1
Abstract
The internet has a great potential as a tool in promoting loyalty to human brands. Personal blogs, one of its applications, are among the most powerful elements in pursuing this kind of loyalty. Furthermore, personal blogs are useful for their authors in confronting one of the main Internet risks, namely the possibility of harmful information flowing around. A look to the previous literature show that factors such satisfaction and have a positive effect on commitment –in turn, commitment clearly reducing the impact of potentially harmful information on user behaviour. The present research focuses on the roll that user gender has as a moderating factor on the relationships among the factors mentioned above. The research’s findings show that the relationship between commitment and the meaning of potentially harmful information is greater for women than for man.
Authors and Affiliations
Cayetano Medina, Manuel Rey, Ramón Rufín
Keywords
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