Abstract

Given that the majority of businesses are using social media as a marketing tool, this article investigates whether
social media actually contributes to building and maintaining relationships with consumers. Specifically, social
media is conceptualized as a part of relationship investment, and tested for its influence on satisfaction, loyalty
and word of mouth behaviors through the mediator of relationship quality. Results indicate that social media
followers perceive higher levels of relationship investment, report higher perceptions of relationship quality, and
have higher levels of customer satisfaction, loyalty and positive word of mouth intentions with the organization
than do non-followers. Taken together, these findings indicate that social media does seem to influence key
relationship marketing variables that lead to more relational consumers.

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