Just Friends, Good Acquaintances Or Soul Mates? An Exploration of Website Connectedness

This study aims to understand the meaning of website connectedness from the website visitors’ point of view. It uncovers the underlying meaning of emotional ties between visitor and website. Connectedness is assumed to be of the utmost importance for positive word-of-mouth communication. The triangulated data gathered in this interpretive study reveals thematic patterns that help to explain website connectedness. Website connectedness constitutes three factors: relatability, dependency and sense-of-community. To transform the relationship from ‘just friends’ to ‘soul mates’, website owners should focus on improving one or all of the connectedness components.


Amalia E. Maulana and Giana M. Eckhardt (2006) ,"Just Friends, Good Acquaintances Or Soul Mates? An Exploration of Website Connectedness", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 328-329.


Amalia E. Maulana, University of New South Wales
Giana M. Eckhardt, Australian Graduate School of Management


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

Share Proceeding

Featured papers

See More


Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More


Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products

Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA

Read More


Stigmatization of a Cultural Ritual

Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.