www.ccsenet.orgijms International Journal of Marketing Studies
Vol. 5, No. 4; 2013
137
Table 1. Items and measurement model results
Constructs Factor
Loadings Relationship Investment AVE=.75, CR=.95,
α=.94 RI1. A company’s use of social media is an investment in the relationship they have with their
customers. RI2. This magazine invests adequate financial resources in building a relationship with readers.
RI3. This magazine invests adequate time in building a relationship with readers. RI4. This magazine invests adequate effort in building a relationship with readers.
RI5. This magazine invests adequate human resources in building a relationship with readers. RI6. Overall, this magazine invests adequate resources in building a relationship with readers.
Relationship Quality AVE=.79, CR=.97,
α=.92 RQRelSat1. I am highly satisfied with my relationship with this magazine.
RQRelSat2. Compared to the ideal relationship with a magazine, I am satisfied with my relationship with this magazine.
RQRelSat3. The relationship I have with this magazine is valuable to me. RQRelSat4. The quality of my relationship with this magazine is consistently high.
RQTrust1. This magazine performs with integrity. RQTrust2. This magazine is reliable.
RQTrust3. This magazine has my best interests in mind. RQComm1. I feel a sense of belonging to this magazine.
RQComm2. I care about the long-term success of this magazine. RQComm3. I feel strongly motivated to continue my relationship with this magazine.
Customer Satisfaction AVE=.86, CR=.96,
α=.95 CS1. My choice to read this magazine is a wise one.
CS2. I am always delighted with this magazine’s service. CS3. Overall, I am satisfied with this magazine.
CS4. I think I am doing the right thing by reading this magazine.
Loyalty AVE=.66, CR=.87,
α=.78 Loy1. I have a very strong relationship with this magazine.
Loy2. I am very likely to switch to another magazine instead of this magazine in the near future. Loy3. I feel emotionally attached to this magazine.
Loy4. I feel a strong sense of belonging to this magazine. Loy5. I feel like part of this magazine’s family.
.46 .91
.93 .95
.89 .95
.90 .91
.86 .91
.92 .96
.81 .86
.83 .92
.92 .90
.95 .94
.79 -.24
.95 .98
.87
4. Analysis of Hypotheses and Results
Regression analysis with SPSS was conducted to test the empirical relationships proposed in the hypotheses. Hypothesis 1 predicted that social media followers, consumers that like or follow a businesses’ social media page,
would perceive higher levels of relationship investment than those who were non-followers. Results of an independent t-test indicate that in fact, relationship investment is higher for social media followers 3.97 than
non-followers 3.40, p .001. Thus, we find support for H1. Similarly, followers of social media reported higher perceptions of relationship quality mean = 40.7 than non-followers 33.8, p.001; supporting H2.
Taken together, these findings indicate that social media does seem to influence key relationship marketing variables that lead to more relational consumers.
www.ccsenet.orgijms International Journal of Marketing Studies
Vol. 5, No. 4; 2013
138
Hypothesis 3 predicted that customer satisfaction levels would be higher for followers of social media than non-followers. This hypothesis is supported, with customer satisfaction being higher for those that followed the
organization on social media mean=16.8 vs. non-followers mean=13.9, p .001. H4 finds that, in fact, followers of social media have higher loyalty to the organization mean=15.7 than non-followers mean=13.7 ,
p .001. Finally H5 is supported with followers demonstrating higher positive word of mouth intentionsmean =7.9 than non-followers mean = 6.1, p.001. Thus, not only do social media followers seem to feel that their
relationship is stronger with the organization, they also are more likely to actively engage in behavior that is helpful towards the organization such as word of mouth and loyalty.
5. Discussion
Marketers are increasingly turning to social media as a way to communicate with consumers. Top tools used by marketers include Facebook with 92 of marketers utilizing this took, Twitter 84 of marketers, LinkedIn
71 of marketers, Blogs 68 of marketers and Youtube 56 of marketers Stelzner, 2011. Spending on social media is rising each year as are the number of employees and hours firms dedicate to connecting with
consumers via social media Rao, 2011. Gillin 2009 cited that many managers are concerned about a lack of return-on-investment for their social media initiatives; this research serves as an initial look into social media
participation and relationship marketing outcomes. Taken together, this research seems to indicate that participation in social media strategies with an organization does lead to a more relational consumer. Followers
seem to feel that organizations are making greater investment in their relationships with consumers than non-followers, and as a result also perceive higher quality relationships with organizations than non-followers.
Outcome variables such as satisfaction, word of mouth, and loyalty are all higher for followers of social media than non-followers. Future research might take a more in-depth look at specific social media strategies and the
effect on various relational and organizational outcomes, in addition to exploring which social media sites, or platforms, are most well suited to various relational objectives, industries, and target markets.
6. Implications for Managers
