Facebook: The Holy Grail of Relationship Marketing?

Hilda Bongazana Dondolo

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.

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