Why do users bond with online services? : a literature review on the conceptualization of online user bonding in the context of online services

This Master Thesis provides a conceptualization of Online User Bonding in the context of online services. It integrates a number of well-known user-to-organization relationship theories and provides 17 different explanations (mechanisms) as to why users bond with online services. This Master Thesis applies the Grounded Theory Literature Review Method (Wolfswinkel et al, 2013) as a methodology for the literature review.