publication . Part of book or chapter of book . 2015

The Role of Brand Loyalty and Social Media in E-Commerce Interfaces: Survey Results and Implications for User Interfaces

Rigas, Dimitrios; Hussain, Hammad;
Open Access
  • Published: 02 Aug 2015
  • Publisher: Springer International Publishing
  • Country: United Kingdom
Abstract
This paper explores the role of brand loyalty and social media in e-commerce interfaces. A survey consisting of 118 respondents was contacted to address the questions relating to online shopping and brand loyalty. Link between the frequency of access and time spent on an e-commerce user interface, and brand loyalty, gender and age profile differences, and the role of social media to branding and on-line shopping was analyzed. It was found that online loyalty differs from offline loyalty and loyalty also differed across genders, showing men were more loyal than women when shopping online. Information shared about products on social media by friends and family pla...
Subjects
ACM Computing Classification System: ComputingMilieux_COMPUTERSANDSOCIETY
free text keywords: Business and Finance, Brand loyalty, Advertising, E-commerce, business.industry, business, Human interface guidelines, Loyalty, media_common.quotation_subject, media_common, User interface, Social media, Marketing, management
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