Online Social Network: Citizenship, E-Service Quality, Brand Personality

The Internet and, in particular, the web has enabled a communication revolution. Online social networks have emerged and become increasingly popular. It is a new concept and most of its aspects and elements have yet not been discussed. The preset book new discusses two concepts of Social network citizenship behavior and online social network service quality and their relationships with social network brand personality. This study presumes that there is a significant relationship between social network's citizen's attitude towards social network services and brand personality of them. Therefore, it applies LinkedIn as one of the largest social network and designs a proposed model to test hypotheses through SEM method. This book sheds light on the new and exciting social networks area and helps socialist, marketers, managers, and anyone else who may find the field of online social networks attractive.