TY - JOUR
T1 - Social networks and e-loyalty
T2 - A new means of sports training during covid-19 quarantines
AU - Areiza-Padilla, Jose Andres
AU - Galindo-Becerra, Tatiana
AU - Del Río, Maria Camila
N1 - Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.
PY - 2021/12
Y1 - 2021/12
N2 - Globally, governments implemented several quarantine periods to attempt to slow the spread of the COVID-19 virus. As a result, people were unable to carry out their daily activities in person, and many began to undertake activities online. Gyms and sports schools were among the economic sectors that were required to physically close their operations at the beginning of these quarantines. Thus, many people stopped exercising and turned to social networks as a form of entertainment. The aim of this study was to demonstrate how consumers found a new form of entertainment in the social networks of gyms and sports schools, which allowed them to be entertained and perform physical exercise at home. In this manner, consumers generated an e-loyalty towards the social networks of the gyms that they previously frequented physically. Thus, based on the e-loyalty of their social networks, gyms were able to identify a mechanism that enabled them to approach their consumers and continue offering a variety of products and services online, taking into account the context of COVID-19.
AB - Globally, governments implemented several quarantine periods to attempt to slow the spread of the COVID-19 virus. As a result, people were unable to carry out their daily activities in person, and many began to undertake activities online. Gyms and sports schools were among the economic sectors that were required to physically close their operations at the beginning of these quarantines. Thus, many people stopped exercising and turned to social networks as a form of entertainment. The aim of this study was to demonstrate how consumers found a new form of entertainment in the social networks of gyms and sports schools, which allowed them to be entertained and perform physical exercise at home. In this manner, consumers generated an e-loyalty towards the social networks of the gyms that they previously frequented physically. Thus, based on the e-loyalty of their social networks, gyms were able to identify a mechanism that enabled them to approach their consumers and continue offering a variety of products and services online, taking into account the context of COVID-19.
KW - E-brand image
KW - E-customization
KW - E-loyalty
KW - E-purchase intention
UR - http://www.scopus.com/inward/record.url?scp=85117922606&partnerID=8YFLogxK
U2 - 10.3390/jtaer16070154
DO - 10.3390/jtaer16070154
M3 - Article
AN - SCOPUS:85117922606
SN - 0718-1876
VL - 16
SP - 2808
EP - 2823
JO - Journal of Theoretical and Applied Electronic Commerce Research
JF - Journal of Theoretical and Applied Electronic Commerce Research
IS - 7
ER -