The role of brand loyalty and social media in e-commerce interfaces: survey results and implications for user interfaces

Rigas, Dimitrios and Hussain, Hammad (2015) The role of brand loyalty and social media in e-commerce interfaces: survey results and implications for user interfaces. In: HCI in Business, 2 August 2015, USA.

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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 played an important role in purchase decision making. Website interface and ease of navigation were also key aspects for online shopping. The research concluded with recommendations to create multimodal websites which are more interactive and targeted so customer experience is enhanced and loyalty is achieved through the use of interactivity and social media.

Item Type: Conference or Workshop Item (Paper)
Additional Information: On-line ISBN 978-3-319-20895-4, Print ISBN 978-3-319-20894-7, DOI 10.1007/978-3-319-20895-4_32
Uncontrolled Keywords: On-line Consumer Behavior, Brand Loyalty, e-commence Interfaces, Social Media Interfaces, User Interface Guidelines
Subjects: Management and marketing
Depositing User: Dimitrios Rigas
Date Deposited: 15 Jun 2016 00:51
Last Modified: 23 Aug 2016 13:21
URI: http://repository.uwl.ac.uk/id/eprint/2596

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