Social media pervades everyday life and firms need to understand what consumer traits antedate participation over these channels. Utilizing social exchange theory (SET), this study seeks to determine what factors precede SET's cost-benefit analysis of social media participation along with these factors' influence on attitudinal loyalty. Important antecedents to this cost-benefit analysis for social media participation are online interaction propensity (OIP), participation attitude and trust. Further, demographic (age, gender, income) and social media page factors (perceived page size and page visit frequency) are identified as potential precursors to customers' cost-benefit analysis towards social media participation. A sample of 482 U.S. banking customers was collected via an online survey. The results found that OIP and trust had direct statistically significant effects on attitudinal loyalty and participation attitude's effect was fully mediated by trust. Age, gender and page visit frequency facets exhibited no differences between groups whilst income (with higher income groups displaying higher levels of loyalty) and page size groups (smaller page sizes demonstrated greater loyalty) demonstrated differing effects on attitudinal loyalty. The study contributes to knowledge and practice by extending particular pre-SET traits in social media to a U.S. retail banking context. The study also furthers academic and managerial capabilities for segmentation analysis' and explicating connections between pre-participatory influences and attitudinal loyalty.

社交媒体充斥着日常生活，企业需要了解哪些消费者特质早于通过这些渠道参与。本研究利用社会交换理论（SET），试图确定在SET进行社会媒体参与的成本效益分析之前先考虑哪些因素，以及这些因素对态度忠诚的影响。进行社交媒体参与的成本－收益分析的重要前提是在线互动倾向（OIP），参与态度和信任。此外，人口统计（年龄，性别，收入）和社交媒体页面因素（感知页面大小和页面访问频率）被确定为客户针对社交媒体参与进行成本效益分析的潜在先驱。通过在线调查收集了482个美国银行客户的样本。结果发现，OIP和信任对态度忠诚有直接的统计学显着影响，并且参与态度的影响完全由信任介导。年龄，性别和页面访问频率方面在各组之间没有差异，而收入（收入较高的组显示较高的忠诚度）和页面大小组（较小的页面尺寸表明较高的忠诚度）显示出对态度忠诚的不同影响。这项研究通过将社交媒体中的特定预设特征扩展到美国零售银行业务领域，为知识和实践做出了贡献。该研究还进一步提高了进行细分分析的学术和管理能力，并阐明了参与前影响力与态度忠诚之间的联系。