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The Impact of Social Media Activity, Interactivity, and Content on Customer Satisfaction: A Study of Fashion Products

Author

Listed:
  • Muhammad Tahir Jan

    (International Islamic University Malaysia, Malaysia)

  • Johan de Jager

    (Tshwane University of Technology, South Africa)

  • Naheed Sultan

    (International Islamic University Malaysia, Malaysia)

Abstract

Malaysian companies have been using social media as a major platform for marketing their products or services. This trend is shared and preferred by various companies to interact with their customers in order to boost their sales. The primary objective of the study is to determine if the components of social media marketing, namely, social media activity, social media interactivity, and social media content, impact on customer satisfaction, in particular online fashion stores. A quantitative approach is adopted where data was collected using a self-administered questionnaire. The respondents were consumers who use social media in their daily routine and those who have purchased any fashion product by using online platforms. A total of 393 useable questionnaires were collected using the online survey method. The collected data went through a process of analysis, where descriptive as well as inferential analyses were performed. Data analyses include reliability tests, validity tests, exploratory factor analysis, confirmatory factor analysis, and hypotheses testing using structural equation modeling. The purpose of this research was to investigate the impact of social media marketing on consumer satisfaction. The study reveals that all three (3) factors related to social media marketing, namely: social media activity, social media interactivity, and social media content, has been tested empirically and found that they all contribute significantly towards customer satisfaction. However, social media content emerged with a stronger positive impact than the other two factors. The result of this study should contribute to the body of knowledge and will be of significance to those companies who are interested/or using social media platforms for their marketing purposes.

Suggested Citation

  • Muhammad Tahir Jan & Johan de Jager & Naheed Sultan, 2020. "The Impact of Social Media Activity, Interactivity, and Content on Customer Satisfaction: A Study of Fashion Products," Eurasian Journal of Business and Management, Eurasian Publications, vol. 8(4), pages 336-347.
    • Handle: RePEc:ejn:ejbmjr:v:8:y:2020:i:4:p:336-347
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    References listed on IDEAS

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    1. Tanuja Singh & Joe Cullinane, 2010. "Social networks and marketing: potential and pitfalls," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 3(3), pages 202-220.
    2. Sajad Rezaei & Wan Khairuzzaman Wan Ismail, 2014. "Examining online channel selection behaviour among social media shoppers: a PLS analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(1), pages 28-51.
    3. Chi, Ting & Kilduff, Peter P.D., 2011. "Understanding consumer perceived value of casual sportswear: An empirical study," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 422-429.
    4. Tingliang Huang & Qian Liu, 2015. "Strategic Capacity Management When Customers Have Boundedly Rational Expectations," Production and Operations Management, Production and Operations Management Society, vol. 24(12), pages 1852-1869, December.
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    Cited by:

    1. Ayu Chrisniyanti & Chung Tin Fah, 2022. "The Impact of Social Media Marketing on Purchase Intention of Skincare Products among Indonesian Young Adults," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 10(2), pages 68-90.

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