THE IMPACT OF SOCIAL MEDIA ACTIVITY, INTERACTIVITY, AND CONTENT ON CUSTOMER SATISFACTION: A STUDY OF FASHION PRODUCTS

Abstract

Malaysian companies have been using social media as a major platform for marketing their products or services. This trend is shared and preferred by various companies to interact with their customers in order to boost their sales. The primary objective of the study is to determine if the components of social media marketing, namely, social media activity, social media interactivity, and social media content, impact on customer satisfaction, in particular online fashion stores. A quantitative approach is adopted where data was collected using a selfadministered questionnaire. The respondents were consumers who use social media in their daily routine and those who have purchased any fashion product by using online platforms. A total of 393 useable questionnaires were collected using the online survey method. The collected data went through a process of analysis, where descriptive as well as inferential analyses were performed. Data analyses include reliability tests, validity tests, exploratory factor analysis, confirmatory factor analysis, and hypotheses testing using structural equation modeling. The purpose of this research was to investigate the impact of social media marketing on consumer satisfaction. The study reveals that all three (3) factors related to social media marketing, namely: social media activity, social media interactivity, and social media content, has been tested empirically and found that they all contribute significantly towards customer satisfaction. However, social media content emerged with a stronger positive impact than the other two factors. The result of this study should contribute to the body of knowledge and will be of significance to those companies who are interested/or using social media platforms for their marketing purposes.