Click "Like" on Facebook: The Effect of Customer-to-customer Interaction on Customer Voluntary Performance for Social Networking Sites

Abstract

Social networking sites, such as Facebook, are becoming a prevalent form of communication between people. Despite the enormous popularity of clicking the like button on Facebook, little research has been done in either network or behavior. This study focuses on how clicking a like button on Facebook affects other browsers. We examine the influence of customer-to-customer interaction (CCI) on customer voluntary performance (CVP) for social networking sites. This study employed structural equation modeling to investigate a research model based on a total of 210 valid surveys from social networking site users. The results indicated that CCI does influence satisfaction, commitment, and the commitment effect CVP, which is composed of loyalty, cooperation, and participation. This study suggests that positive CCI will lead to positive commitment and satisfaction. The higher commitment then causes higher CVP. These findings have implications for both marketers and consumer behavior researchers.