Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation

Abstract

The internet has changed the nature of shopping in the past two decades, which has supported the proliferation of e-commerce sites and thus shopping has shifted to e-shopping. Also, customers use social media to gain information on preferred products with the best price options, as social media provides shoppers a voice, and facilitate them to interact and share their opinion worldwide. Moreover, social media is extensively adopted platform for e-commerce. Although, social media marketing has achieved wide acceptance in business, especially in e-commerce, there is no scale in the extant literature to measure perceived social media marketing activities (SMMA) in an e-commerce context. Therefore, this study develops and validates a 15-item, five-dimensional scale for measuring perceived SMMA of e-commerce based on extant literature on e-commerce and social media marketing and five different studies conducted in this research. The scale revealed comprehensive psychometric characteristics as per the results from the diverse reliability and validity checks. It was revealed that perceived SMMA positively influenced purchase intention and brand equity; which endorses the nomological validity of the developed scale. The new scale provides both theoretical as well as managerial implications along with the avenues for forthcoming research.