Author

  • Hilda Bongazana Dondolo

    • Faculty of Humanities, Tshwane University of Technology, South Africa
    • South Africa

Abstract

Relationship marketing has been a focus of online studies for a number of years. These studies have indicated that relationships in these environments are driven by commitment, trust, privacy concerns and stickiness. However, research on the use of Facebook as a relationship marketing building platform has received little attention. Therefore, this paper focuses on the constructs of relationship marketing and how they impact on relationships in the Facebook context. Questionnaires were distributed to a convenience sample of 300 students. The study confirmed that the factors influencing relationships on Facebook were similar to the factors influencing relationships in other online environments. The implications of the results of the study are discussed.

Keywords

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How to Cite

Dondolo, H. B. (2016). Facebook: The Holy Grail of Relationship Marketing? Journal of Economics and Behavioral Studies, 8(5(J), 6-17. https://doi.org/10.22610/jebs.v8i5(J).1427

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Research Paper

Published in

Vol. 8 No. 5(J) (2016) Digital Relationships, Capital Markets & Enterprise Policy View issue contents

Published

2016-10-30

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