Investigating the factors affecting the loyalty of social network users

When an exchange takes place, we realize that it is part of a social process that not only involves person-to-person interaction and interaction between the company and the customer but also involves the exchange of a lot of information that may affect people around the customers. Given the speed of change in recent years, technology has played an important role in developing a sustainable competitive advantage. As we enter the information and networked society age, we are seeing a variety of technological developments in most areas. The article examines the impact of perceived value and information quality on social network user loyalty. This research is applied in terms of purpose and terms of research method, it is descriptive survey research; Because in addition to describing the current situation, it tests hypotheses in terms of prediction-based relationships and seeks to determine the effect of variables by inferential statistics. The statistical population of the study includes all users of social networks, which statistically considers the number of these users to be unknown and unlimited, so the non-probability method available for sampling has been used. To determine the sample size using Klein formula, 284people were determined as the sample size. The results indicate the effect of the variables of relationship quality, perceived value, and quality of information, and quality of social network services on the loyalty of social network users.