RESUMO
In this article, two significant elements in social media websites, system operation, and social technology are examined in connection to website visitors' online loyalty and interaction, namely, commitment and satisfaction, in neighborhood management through social media websites. A total of 287 social media users completed a systematic questionnaire. After confirmatory factor analysis, data were examined in AMOS 24 using structural equation modeling with bootstrap. The research showed that both variables indirectly influence website visitors' online loyalty and interaction via trust and satisfaction, but not directly. Online relationship quality characteristics impact the interaction pattern of social media users after changes in services applied by the respective organizations on their websites. As for managers, the research gives crucial data on user behavior in connection to new services launched by organizations on their websites and shows how value creation to the target audience may help them reduce costs and optimize revenues.
