Purpose This study aims to explore the influence of electronic word of mouth (eWOM) in social media on customer loyalty by using the information acceptance model (IACM). For this purpose, this study identified the relationship of attitude towards information, information credibility, information quality and information with information usefulness. Later, the relation of information usefulness and information adoption was examined. According to the IACM, this information adoption and attitude towards information can affect behavioural outcomes of customer, and the authors used customer loyalty as a behavioural outcome. Design/methodology/approach This study collected the data from students enrolled in different universities of Thailand. More specifically, those students were considered appropriate for study who were active Facebook users. Therefore, a questionnaire was posted in 83 different Facebook groups of university students, from which 771 students responded properly. SPSS and AMOS 24 were used to conduct data reliability, descriptive and correlation analysis, confirmatory factor analysis (CFA), and structural equation modelling (SEM). Findings The study found that credibility, quality, usefulness and adoption of information, need of information and attitude towards information are the key factors of eWOM in social media that influence consumers’ loyalty. Practical implications This study will be helpful for marketing managers in studying patterns of customer loyalty because many studies have previously examined purchase behaviour or purchase intention only. Moreover, it will provide framework to marketers for understanding the influence of eWOM information in social media on customer loyalty. Originality/value This study is to explore the effect of credibility, quality, usefulness and adoption of information, need of information and attitude towards information on consumers’ loyalty.

The year 2020 has forced businesses and other institutions to start using technology extensively. Educational institutions were also forced to move to virtual classrooms and the use of social media in their delivery of their content. Students-both experienced and not experienced in the use of technology-were also forced to adapt to the new realities of teaching. The primary aim of the current study was to investigate the use of social media as a lecturing tool by examining the perceptions of lecturers and students regarding the effectiveness of social media networking systems as a lecturing tool. The study adopted a quantitative approach utilising a survey questionnaire to collect data from university lecturers and students at Thai-Nichi Institute of Technology in Bangkok. The overall sample for the study consisted of 326 respondents and of these, 30 were lecturers and 296 were students. From the data it is evident that both lecturers and students have a general positive attitude towards social network systems as a tool to be used in the academic environment. It was also found that students preferred social media as an additional method of instruction.

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