Abstract:
With the rapid expansion of social networking sites, researchers arechallenged
to understand how privacy risk has effect on customer loyalty in fan pages. The
purpose of this paper is toidentify the impact of privacy risk on Facebook fan
page loyalty in order to promote the creation of affective links and long-term
relationships with users. The impact of privacy risk on loyalty to fan pages was
tested through structural equation modelling techniques.The sample consisted of
300 Sri Lankan Facebook users. Privacy risk has not been tested in previous studies
regarding Facebook page loyalty. According to the analysis, it can be concluded
that there is impact of Privacy Risk on Facebook page loyalty. This research
enables managers to know what aspects to highlight in their communication and
promotion strategies to increase fan page use and privacy risk policies. Research
findingsshow managers and companies that Facebook fan page content should
provide valuable information. Practical recommendations to reinforce privacy risk
on Facebook fan pages are also provided. The proposed model reveals not how
privacy risk involves in social media marketing, especially on facebook platform.
The study and the proposed model may be used as a starting and introduction point
for further Facebook marketing related research.
