IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v32y2022i4p627-644.html
   My bibliography  Save this article

How perceived effectiveness of social media platform and satisfaction affect continuance intention in a pandemic: The moderating role of perceived benefit

Author

Listed:
  • Kim Dung Tran
  • Lobel Trong Thuy Tran

Abstract

Firms facing a global pandemic need to shift to online supply to satisfy customer demand. This study develops a valid measure of the perceived effectiveness of social media platforms (PESMP) and analyzes its effect on customer satisfaction in predicting continuance intentions under the boundary condition of perceived benefit. Drawing on the uses and gratification theory and a sample of 508 customers, the authors substantiate perceived benefit’s moderating role. At high levels of perceived benefit, PESMP exerts a strong effect on satisfaction that increases continuance intention. Implications to increase strategic effectiveness are also discussed.

Suggested Citation

  • Kim Dung Tran & Lobel Trong Thuy Tran, 2022. "How perceived effectiveness of social media platform and satisfaction affect continuance intention in a pandemic: The moderating role of perceived benefit," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 32(4), pages 627-644, October.
    • Handle: RePEc:taf:jgsmks:v:32:y:2022:i:4:p:627-644
    DOI: 10.1080/21639159.2022.2062024
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2022.2062024
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2022.2062024?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:32:y:2022:i:4:p:627-644. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.