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Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market

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  • Yong Wang

    (School of Economics and Management, Chongqing Jiaotong University, Chongqing 400074, China
    School of Management and Economics, University of Electronic Science and Technology, Chengdu 610054, China)

  • Shamim Chowdhury Ahmed

    (School of Economics and Management, Chongqing Jiaotong University, Chongqing 400074, China)

  • Shejun Deng

    (School of Civil Science and Engineering, Yangzhou University, Yangzhou 225009, China)

  • Haizhong Wang

    (School of Civil and Construction Engineering, Oregon State University, Corvallis, OR 97330, USA)

Abstract

This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, and brand loyalty) toward online consumers, which in turn may lead to buying commitment. In total, 564 Bangladeshi consumers were surveyed to monitor their responsiveness toward social media-aided motivations. We selected the online buying environment in Bangladesh, which is an emerging market established less than one decade ago. We specifically choose the entire local fashion industry as our target market, excluding the websites of international fashion brands operated overseas. We used the holistic concept of the five aspects of SMM, namely, interaction, entertainment, customization, electronic word of mouth (eWOM), and trendiness. Moreover, we statistically calculated the performance of social media through the consequences of five measures, namely, brand loyalty, brand preference, brand attachment, brand association, and buying commitment. We used regular linear multiple regression, correlation, and descriptive statistics to obtain statistical results. The study found strong evidence that SMM efforts (SMMEs) of the local Bangladeshi fashion industry are successful in establishing consumer attachment and preference. However, they fail to secure committed buyers when the measurement scale is below 50%. In line with the results of previous studies on consumer loyalty, our results demonstrate that SMMEs fail to create committed buyers. Lack of loyalty and association drive consumers to become uncommitted buyers.

Suggested Citation

  • Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.
  • Handle: RePEc:gam:jsusta:v:11:y:2019:i:13:p:3596-:d:244283
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    Cited by:

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    3. Shashi & Piera Centobelli & Roberto Cerchione & Amit Mittal, 2021. "Managing sustainability in luxury industry to pursue circular economy strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 432-462, January.
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    5. Pejman Ebrahimi & Datis Khajeheian & Maria Fekete-Farkas, 2021. "A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers’ Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude," IJERPH, MDPI, vol. 18(24), pages 1-21, December.
    6. Sungeun Suh, 2020. "Fashion Everydayness as a Cultural Revolution in Social Media Platforms—Focus on Fashion Instagrammers," Sustainability, MDPI, vol. 12(5), pages 1-18, March.
    7. Juan Gabriel Martínez-Navalón & Vera Gelashvili & José Ramón Saura, 2020. "The Impact of Environmental Social Media Publications on User Satisfaction with and Trust in Tourism Businesses," IJERPH, MDPI, vol. 17(15), pages 1-17, July.
    8. Sheen Low & Fahim Ullah & Sara Shirowzhan & Samad M. E. Sepasgozar & Chyi Lin Lee, 2020. "Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia," Sustainability, MDPI, vol. 12(13), pages 1-40, July.
    9. Blend Ibrahim & Ahmad Aljarah & Dima Sawaftah, 2021. "Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 13(4), pages 1-15, February.

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