Members' site use continuance on Facebook: Examining the role of relational capital

Continued site use by social networking site (SNS) members is important to the vitality of a SNS. Through the lens of Social Capital Theory, in this paper, we theorize the potential role of relational capital in cultivating members' continued site use. We posit that relational capital in the forms of trust, community identification, and reciprocity may affect site use yet in a non-uniform manner. Specifically, we contend that community identification directly affects a member's site use continuance and that perceived member trust and perceived member reciprocity indirectly affect one's continued site use through community identification as a mediator. Drawing upon supporting literature, we further suggest likely gender differences on the effects of relational capital. Finally, we explore important antecedents to relational capital on SNS. Analysis results of survey data from Facebook members attest to many of the research hypotheses. The current study contributes to the SNS literature and also informs practice. (C) 2016 Elsevier B.V. All rights reserved.