Social media offers customers a unique service value proposition. Recognizing
service value as a pivotal concept, this study develops an aggregate construct of
online social value, whereby customers evaluate utilitarian and hedonic benefits
relative to what they must sacrifice in effort and risk in deriving a value
calculation of online social networking services which predicts satisfaction and
continued use of online social media, such as Facebook. By empirically testing a
model that explains online social value, this research contributes to information
systems (IS) theory by introducing a customer value perspective in the social
media context and helps service providers by identifying factors predicting
satisfaction and continued use that might be employed to improve offerings to
keep customers coming back.