Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India
Abstract
:1. Introduction
2. Literature Review
2.1. Social Media Marketing Activities
2.2. Social Media Marketing Activities in the Apparel Retailers
2.3. Customer-Brand Relationship
3. Conceptual Framework and Hypotheses Testing
3.1. SMMA and Customer-Brand Relationship
3.2. Purchase Intention
3.3. Perceived SMMA and Purchase Intention
3.4. Customer–Brand Relationship and Purchase Intention
4. Material and Methods
4.1. Sampling Methods
4.2. Data Collection Methods
4.3. Measures
5. Results
5.1. Confirmatory Factor Analysis
5.1.1. CFA First Order
5.1.2. CFA Second Order
5.1.3. Structural Model
6. Discussion
7. Conclusions
8. Limitations and Future Research Directions
Author Contributions
Funding
Acknowledgments
Conflicts of Interest
References
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Second-Order Construct | First Order Construct | Indicator Code | Definition of Items Summary |
---|---|---|---|
Social Media Marketing Activities (SMMA) | Interactivity | Inter1 | Facebook fashion brand pages enable me to share information with others |
Inter2 | Discussion or exchange of opinion with others is possible through Facebook fashion brand pages | ||
Inter3 | Easy delivery of my opinion through Facebook fashion brand pages | ||
Informativeness | Info1 | Facebook fashion brand pages offer accurate information on products | |
Info2 | Facebook fashion brand pages offer useful information | ||
Info3 | The information provided by Facebook fashion brand pages are comprehensive | ||
Personalization | Pers1 | Facebook fashion brand pages offer customized information search | |
Pers2 | Facebook fashion brand pages provide customized service | ||
Pers3 | Facebook fashion brand pages give me recommendations as per my requirements | ||
Trendiness | Trend1 | Contents shown in Facebook fashion brand pages is the newest information | |
Trend2 | Using Facebook fashion brand pages is very trendy | ||
Trend3 | Anything trendy is available on Facebook fashion brand pages | ||
Word-of-Mouth | WOM1 | Sharing by me for information on the brand, product, or services from Facebook fashion brand pages to my friends | |
WOM2 | Recommendations by me to my friends to visit Facebook fashion brand pages | ||
WOM3 | Encouragment by me to my friends and aware to use Facebook fashion brand pages | ||
Costumer–Brand Relationship (CBR) | Trust | TR1 | A particular brand treats me fairly and justly |
TR2 | A particular brand can be relied up to keep its promises | ||
TR3 | It is my belief that this brand takes opinions into account to make decisions | ||
Satisfaction | Sat1 | A brand and I benefitted from the relationship | |
Sat2 | Most people like me are happy in their interactions with this brand | ||
Sat3 | Through speaking, I am pleased with the relationship this brand has established with me | ||
Commitment | Com1 | I feel that this brand is trying to support a long-term commitment for me | |
Com2 | I can see that this brand wants to keep a relationship with me | ||
Com3 | There is a permanent bond between this brand and me | ||
Com4 | I would rather work together with this brand than not | ||
Purchase Intention | PI1 | I will purchase the brands recommended by my friends on social media (SM) sites. | |
PI2 | I will purchase the brands as marketed on social media sites the next time I need a product | ||
PI3 | I will try the brand as marketing on social media sites | ||
PI4 | I will recommend the brand on social media sites to my friends |
First Order Constructs | Code | CFA Loadings | C.R. | AVE | MSV |
---|---|---|---|---|---|
Interactivity | Inter1 | 0.774 | 0.796 | 0.567 | 0.123 |
Inter2 | 0.806 | ||||
Inter3 | 0.673 | ||||
Informativeness | Info1 | 0.866 | 0.862 | 0.676 | 0.094 |
Info2 | 0.817 | ||||
Info3 | 0.781 | ||||
Personalization | Pers1 | 0.759 | 0.794 | 0.563 | 0.187 |
Pers2 | 0.577 | ||||
Pers3 | 0.691 | ||||
Trendiness | Trend1 | 0.543 | 0.745 | 0.500 | 0.324 |
Trend2 | 0.703 | ||||
Trend3 | 0.844 | ||||
Word-Of-Mouth (WOM) | WOM1 | 0.698 | 0.802 | 0.577 | 0.123 |
WOM2 | 0.853 | ||||
WOM3 | 0.718 | ||||
Trust | TR1 | 0.915 | 0.876 | 0.703 | 0.075 |
TR2 | 0.854 | ||||
TR3 | 0.737 | ||||
Satisfaction | Sat1 | 0.881 | 0.878 | 0.708 | 0.071 |
Sat2 | 0.876 | ||||
Sat3 | 0.761 | ||||
Commitment | Com1 | 0.854 | 0.903 | 0.699 | 0.324 |
Com2 | 0.854 | ||||
Com3 | 0.835 | ||||
Com4 | 0.799 | ||||
Purchase Intention | PI1 | 0.786 | 0.827 | 0.546 | 0.103 |
PI2 | 0.809 | ||||
PI3 | 0.690 | ||||
PI4 | 0.659 |
Pers | Com | PI | Sat | Info | TR | Inter | WOM | Trend | |
---|---|---|---|---|---|---|---|---|---|
Pers | 0.750 | ||||||||
Com | 0.367 | 0.836 | |||||||
PI | 0.312 | 0.321 | 0.739 | ||||||
Sat | 0.084 | 0.267 | 0.156 | 0.841 | |||||
Info | −0.031 | 0.151 | −0.074 | 0.114 | 0.822 | ||||
TR | 0.046 | 0.158 | 0.029 | 0.138 | 0.100 | 0.839 | |||
Inter | 0.031 | 0.059 | 0.058 | 0.079 | 0.273 | 0.081 | 0.753 | ||
WOM | 0.093 | 0.255 | 0.160 | 0.140 | 0.306 | 0.273 | 0.351 | 0.759 | |
Trend | 0.271 | 0.569 | 0.281 | 0.095 | 0.089 | −0.018 | 0.068 | 0.105 | 0.707 |
Constructs | Code | CFA Loadings | C.R. | AVE | MSV |
---|---|---|---|---|---|
SMMA | Inter | 0.577 | 0.783 | 0.551 | 0.148 |
Info | 0.485 | ||||
Pers | 0.567 | ||||
Trend | 0.626 | ||||
WOM | 0.689 | ||||
CBR | TR | 0.679 | 0.736 | 0.588 | 0.222 |
Sat | 0.581 | ||||
Com | 0.557 | ||||
Purchase Intention | PI1 | 0.746 | 0.827 | 0.546 | 0.264 |
PI2 | 0.759 | ||||
PI3 | 0.640 | ||||
PI4 | 0.619 | ||||
Interactivity | Inter1 | 0.735 | |||
Inter2 | 0.781 | ||||
Inter3 | 0.633 | ||||
Informativeness | Info1 | 0.826 | |||
Info2 | 0.717 | ||||
Info3 | 0.741 | ||||
Personalization | Pers1 | 0.719 | |||
Pers2 | 0.527 | ||||
Pers3 | 0.641 | ||||
Trendiness | Trend1 | 0.513 | |||
Trend2 | 0.663 | ||||
Trend3 | 0.784 | ||||
WOM | WOM1 | 0.658 | |||
WOM2 | 0.793 | ||||
WOM3 | 0.678 | ||||
Trust | TR1 | 0.885 | |||
TR2 | 0.814 | ||||
TR3 | 0.387 | ||||
Satisfaction | Sat1 | 0.761 | |||
Sat2 | 0.836 | ||||
Sat3 | 0.721 | ||||
Commitment | Com1 | 0.814 | |||
Com2 | 0.818 | ||||
Com3 | 0.775 | ||||
Com4 | 0.759 |
PI | SMMA | CBR | |
---|---|---|---|
PI | 0.739 | ||
SMMA | 0.514 | 0.742 | |
CBR | 0.339 | 0.956 | 0.767 |
Hypotheses | Standardized Estimate | Unstandardized Estimate | S.E. | C.R. | p | |||
---|---|---|---|---|---|---|---|---|
H1 | SMMA | → | CBR | 0.315 | 0.312 | 0.056 | 5.547 | 0.001 |
H2 | SMMA | → | PI | 0.389 | 0.543 | 0.076 | 7.117 | 0.001 |
H3 | CBR | → | PI | 0.145 | 0.204 | 0.072 | 2.839 | 0.005 |
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Sharma, S.; Singh, S.; Kujur, F.; Das, G. Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 602-617. https://doi.org/10.3390/jtaer16040036
Sharma S, Singh S, Kujur F, Das G. Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):602-617. https://doi.org/10.3390/jtaer16040036
Chicago/Turabian StyleSharma, Sukanya, Saumya Singh, Fedric Kujur, and Gairik Das. 2021. "Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 4: 602-617. https://doi.org/10.3390/jtaer16040036
APA StyleSharma, S., Singh, S., Kujur, F., & Das, G. (2021). Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 602-617. https://doi.org/10.3390/jtaer16040036