Customer Perceived Value of Social Media Interface: An Exploration of Factors and Model Testing Using CFA

Abstract

Customer perceived value is one the most extensively studied concept in modern marketing literature. This study is an attempt to develop a conceptual model measuring customer perceived value of social media interfaces (Facebook pages, Twitter handles, etc.) of brands. Various variables that could impact customer perceived value are explored, factors are extracted using factor analysis, and the conceptual model is tested using confirmatory factor analysis. The study identifies five factors, namely trustworthiness of social media interface (online trust), company personnel handling social media interface, developing relationships, being heard or staying connected, and seeking the information as factors that contribute to perceived customer value while considering social media interface of brands. A detailed structured questionnaire was developed to measure the constructs later analyzed using CFA technique. The results of the study support the proposed theoretical model. In particular, the study identified dimensions of customer perceived value for the social media interface of the brands.