Antecedents of Communal Engagement, Group Self-esteem, and Trust in member on Loyalty in Social Network Site

Authors

  • Oranuch Suebboon Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
  • Thanaphorn Rangsikanpum Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
  • Suthasinee Arun Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
  • Chompoonut Narintrangkul Na Ayudhaya Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
  • Sasinipa Srikanlayaniwart Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
  • Prasittichai Narakorn Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000

DOI:

https://doi.org/10.14456/psruhss.2023.4

Keywords:

Customer loyalty, Communal engagement, Group self-esteem, Trust in members

Abstract

The objectives of this research is to examine factors influence Customer Loyalty as follows: Group Self-Esteem, Communal Engagement and Trust in Members who buy products from social network site. The researchers used quantitative method to 519 customers who buy products from social network site and analyzed by Structural Equation Model analysis from AMOS. The research findings: Communal Engagement, Trust in Member, and Group Self-Esteem have significantly positive influence on Customer Loyalty (p < .05).

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Published

09-03-2023

How to Cite

Suebboon, O. ., Rangsikanpum, T. ., Arun, S. ., Narintrangkul Na Ayudhaya, C. ., Srikanlayaniwart , S. ., & Narakorn, P. (2023). Antecedents of Communal Engagement, Group Self-esteem, and Trust in member on Loyalty in Social Network Site. Humanities and Social Sciences Journal of Pibulsongkram Rajabhat University, 17(1), 45–55. https://doi.org/10.14456/psruhss.2023.4

Issue

Vol. 17 No. 1 (2023): January - June

Section

Research Article

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