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

This study aims to analyze the effect of social media activity, social media interactivity and social media content on customer satisfaction in fashion products.
 The methodology of this research is quantitative with a total sample of 105 respondents using purposive sampling. This research was conducted by distributing online questionnaires using a google form. The research hypothesis was tested using the Structural Equation Model (SEM) with the software used by AMOS.
 The results showed that social media activity, social media interactivity and social media content had a positive effect on customer satisfaction. Based on the three test results that have the greatest influence on customer satisfaction, namely on social media activity.
 The results of this study will assist in developing consumer satisfaction for fashion products that allow academics and practitioners to formulate operational strategies that are honed to optimize consumer satisfaction and profitability in fashion products.
 This study discusses the shortcomings and gaps in previous research. These findings provide a better understanding of consumer satisfaction.

This study aims to analyze the effect of social media activity, social media interactivity and social media content on customer satisfaction in fashion products.
 The methodology of this research is quantitative with a total sample of 105 respondents using purposive sampling. This research was conducted by distributing online questionnaires using a google form. The research hypothesis was tested using the Structural Equation Model (SEM) with the software used by AMOS.
 The results showed that social media activity, social media interactivity and social media content had a positive effect on customer satisfaction. Based on the three test results that have the greatest influence on customer satisfaction, namely on social media activity.
 The results of this study will assist in developing consumer satisfaction for fashion products that allow academics and practitioners to formulate operational strategies that are honed to optimize consumer satisfaction and profitability in fashion products.
 This study discusses the shortcomings and gaps in previous research. These findings provide a better understanding of consumer satisfaction.

Unlike non-luxury brands, luxury brands thrive on the principles of rarity associated with a high-quality product, premium pricing, controlled distribution, and personalized communication. Despite such unique characteristics of luxury branding, luxury brand managers lack guidance on how to utilize their social media to engage and influence consumers through the targeted use of social media. Although previous researchers have documented the effect of luxury brands’ social media marketing efforts on customer engagement, most research relies on case studies or self-reported survey data that measure behavioral intentions instead of capturing actual behaviors of the customer. Furthermore, research to date has focused only on a limited number of luxury brands and utilized cross-sectional data collection. Today, big data are available from both firm and consumer activities, making it possible to investigate firm–consumer interactions in social media. Luxury brand managers may benefit from utilizing big data to obtain a more accurate understanding of customer engagement on social media and consequently formulate more effective customer engagement strategies. The purpose of this research is to utilize big data in investigating the impact of a luxury brand’s social media marketing activities on customer engagement. In particular, applying the dual perspective of customer engagement, this research examines the influence of focusing on the entertainment, interaction, trendiness, and customization dimensions of a luxury brand’s social media activities on customer engagement with brand-related social media content. Using big data retrieved from a 60-month period on Twitter (July 2012 to June 2017), this paper analyzes 3.78 million tweets from the top 15 luxury brands with the highest number of Twitter followers. Our results suggest that a luxury firm’s social media engagement to enhance entertainment, interaction, and trendiness pays off in terms of increasing customer engagement with brand-related social media content. An unexpected finding of our analysis is that customization efforts as part of luxury brands’ social media activities did not increase customer engagement with the brands’ social media content. The findings have important implications for the design, delivery, and management of social media marketing for luxury brands to engage customers with social media content.

Though social media platforms contain rich information and insights on professional life, encounters with this content are often fleeting and disconnected, raising questions about the extent social media content is valuable for career identity formation. This paper reports on a research through design study that explores the potential of social media for supporting integrated learning experiences, through investigating and prototyping experiences around the use of TikTok #DayInTheLife videos for career exploration. We conducted semi-structured interviews of 10 college students to understand the value of social media content for career exploration and the feasibility of integrating such content towards reflective learning experiences. A qualitative analysis revealed that #DayInTheLife videos offer firsthand insights into professions that facilitates aspects of career identity formation, and have the potential to prompt and motivate further exploration. However, they are also limited due their short-form, disconnected, entertainment-oriented nature, the distracting context in which they exist, and the potential lack of representation in recommended content. We also had the students participate in an experience prototype in which we used native social media interactions such as comments, mentions, and direct messages to integrate encounters of disparate posts towards holistic and reflective learning experiences. We found that integrating encounters can facilitate more intentional reflection, add interactivity, and provide a sense of agency. We also surfaced contextual risk factors and design factors for designing integrated learning experiences on social media. We build on our findings to introduce and discuss a concept we call SIMPLE apps (Social media Interactions Merged for Purposeful Learning Experiences) and to discuss broader design implications for better harnessing social media content towards purposeful integrated learning.

Purpose – The purpose of this article is to analyze how social media activities, in specifically the Facebook page of a car manufacturer, and user interactions with these brand related activities affect the perception of brands and ultimately influence consumers purchase decision. Based on an online survey with users of the corporation's Facebook fanpage, and in accordance to hierarchy of effects theory the author's findings show the positive effect of fanpage engagement on consumers' brand awareness, word of mouth (WOM) activities, and purchase intention. The findings further indicate that annoyance with the fanpage due to information overload leads to negative effects on fanpage commitment and to decreased WOM activities. From a theoretical standpoint the results of this study contribute to understanding of the value-enhancing potential of social media campaigns. Design/methodology/approach – To answer the authors' research questions and test their hypotheses, a study was set up in cooperation with the car brand MINI. To test their hypotheses, the authors applied structural equation modeling with AMOS 18. Findings – The article analyzes the influence of brands’ social media activities and participants' social media involvement on the purchase decision process of consumers. Their findings demonstrate that engagement with a Facebook fanpage has positive effects on consumers' brand awareness, WOM activities and purchase intention. Results further indicate that annoyance with the fanpage leads to negative effects in respect to the overall commitment to and involvement with the fanpage and WOM. The authors' research shows that social media activities indeed affect the purchase decision-making process. Originality/value – New marketing communication reality presents new challenges and opportunities for companies as purchase decisions are increasingly influenced by social media interactions. People rely more than ever on their social networks when making those decisions. Nevertheless, outcomes of social media activities are still disputed in practice. The effects of social media campaigns on consumers' perception of products and brands as well as the effects on purchase decisions have yet to be better understood. This study therefore investigates how social media activities, in specific the Facebook appearance of a car manufacturer, affect the perception of brands, and ultimately influence the purchase decision process of consumers while considering the risk of creating annoyance. From a theoretical standpoint the results of this study contribute to understanding of the value-enhancing potential of social media campaigns and demonstrate how the perception of brands is influenced through this new communication channel. For brand managers this study is of value, as it shows that social media activities do have a positive influence on brands as they support their management of the purchase process.

The purpose of this study is to investigate how social media influences financial literacy among millennials, as well as to analyze the gender difference in financial knowledge and behavior within this group. Given the increasing integration of social media into millennials' daily lives, these platforms have the potential to significantly influence their understanding of financial matters. The study will examine how social media content, interactions, and trends influence millennials' financial knowledge, attitudes, and behaviors, particularly in detecting gender differences in financial literacy. Data on millennials' social media usage patterns, financial awareness levels, and attitudes toward money management will be gathered using a combination of quantitative surveys and qualitative interviews. The purpose of this research is to identify links between social media exposure and financial literacy results, as well as disparities in financial behaviors across male and female millennials. Finally, the findings will help to better understand the impact of social media on financial literacy and suggest ways for closing the gender gap in financial awareness and decision-making among millennials. Keywords: Social Media, Financial literacy, Millennials, Gender gap, Financial Knowledge, Financial Behavior, Social media influence, Financial attitudes, Financial management, Financial decision-making, Social media content

Abstract. Social media platforms have become a tool for spreading information in society, it enables the government to use this media for giving information to the public, especially in pandemic situations. Social media has revolutionized the way of reaching out to consumers and communicating with them. Branding in social media strategy is commonly used in advertising and product marketing but has not been widely used in the health communication field. In this study, we shine a light on the new way health communications marketing is reaching audiences with health messages. The information adoption process in social media might be a strategy for spreading trusted information on the internet, so this study aims to examine the precursor of this case. Using Structural Equation Model (SEM) we identify the relationship between variables influencing certain behaviors related to health content in social media. This study used snowballing technique for collecting data through online questionnaires with a sample of 297 respondents who were in accordance with the criteria of the population. We offer insight for future research on these topics by discussing the public marketing role in social media interaction. Our outcome of the study to serve as a platform to positively impact future research on information in social media regarding health is being delivered to society. Furthermore, the study may develop a socialization program to educate society, campaign for a healthy lifestyle, and health information media using social media. Keywords: Social marketing, social media, information adoption, sharing behavior, cet framework.

Green innovation, which promotes the coordinated development of the economy and ecology, serves as a critical means to achieve enterprises’ green transformation. Against the backdrop of the Internet era, retail investors, as an important supervisory group for enterprises, can generate online public opinion through interactive exchanges on social media platforms. This raises the question: Can such public opinion rooted in social media influence enterprises’ green innovation behaviors? To address this, this study uses data from Chinese A-share listed enterprises in heavily polluting industries on the Shanghai and Shenzhen Stock Exchanges from 2008–2021, comprising a total sample size of 8755, and employs ordinary least squares (OLS) regression models to empirically examine the relationship between retail investors’ social media interactions and enterprise green innovation. The findings reveal that interactive discussions by retail investors on social media significantly enhance enterprises’ green innovation levels. Mechanism tests show that social media interactions among these investors strengthen enterprises’ environmental awareness and alleviate their financing constraints, thereby promoting green innovation. Moderation effect tests indicate that the quality of social media information interaction and public opinion sentiment positively moderate the relationship between retail’s social media interactions and enterprise green innovation. Heterogeneity tests further show that the positive effect of retail’s social media interactions on enterprise green innovation is more pronounced in regions with stronger environmental information regulation and stronger investor protection. The conclusions of this study not only enrich research on the relationship between retail investors’ social media supervision and enterprises’ behavioral decision-making but also extend the literature on the influencing factors of enterprise green innovation from the perspective of public governance. These findings hold important implications for enterprises’ green transformation practices under the “double carbon” goals and provide valuable insights for corporate governance in the era of the digital economy.

PurposeThe cruise industry has used technology to attract more millennials than ever before. The progression of social media has transformed the way young individuals gather information for their travel decision-making. Hence, this study aims to investigate the effects of the characteristics of social media – Instagram – on millennials’ trust in and attitudes toward social media content and their behavioral intentions.Design/methodology/approachA self-administered survey was designed to test the study model, and 323 responses collected were deemed valid for main data analysis.FindingsThe results revealed that perceived enjoyment of content is a powerful antecedent of trust, attitudes and behavioral intentions. Content quality is a strong predictor of trust but has no meaningful effect on attitudes and behavioral intentions.Originality/valueTheoretically, this study contributes to the research in the tourism literature on social media and cruise marketing based on integrating into the technology acceptance model, the characteristics of social media content and trust based on commitment-trust theory. This study can help cruise operators use Instagram to influence millennials and suggests significant implications based on social media interactions with millennials.

This study entitled Social Media Engagement: Its relation to the Psychosocial Attributes of Selected Junior High School Students was conducted to specifically answer the following questions: What is the status of Social Media Engagement as to; Social Media Platform; Social Media Content; and Screentime? What is the level of psychosocial attributes in terms of Interpersonal Relationship; Life Satisfaction; Online Socialization; and Social Interaction? Is there a significant relationship between social media engagement and psychosocial attributes of selected junior high school students of Masico National High School? Based on the data gathered, the findings of the study were as follows: (1) the status of social media engagement as to social media platform, social media content and screentime were generally high, this means that students are using different social media platforms that are educational and value their privacy, also, they are very cautious on what they will post or follow online and they set limit on using different mobile devices; (2) the level of psychosocial attributes in terms of interpersonal relationship was high while in terms of life satisfaction, online socialization and social interaction were very high, this means that students build strong relationship within their peers with the use of social media. They collaborate and work together. Also, students use social media to be motivated and have a positive outlook in life. They communicate but with limitations and valuing one?s privacy; and (3) the result revealed that social media engagement has a significant relationship to the psychosocial attributes of selected junior high school students, this means that by using different social media platform, students develop a strong interpersonal relationship through continuous communication. Students choose contents that will motivate and help them grow as a person. Social media exposure greatly influences different aspects of students? lives. Based on the findings, social media engagement as to social media platform, social media content and screentime have a significant relationship to the psychosocial attributes of selected junior high school students in terms of interpersonal relationship, life satisfaction, online socialization and social interaction. Therefore, the null hypothesis stating that ?Social media engagement has no significant relation to the psychosocial attributes of selected junior high school students? was rejected. In view of the findings and conclusion of the study, the researcher recommends that teachers of Masico National High School may integrate the use of different social media platforms that promotes learning. There are a lot of social media platforms that are intended for learning and fun for the students to explore.

AimsThe primary aims of our study is to gather ideas from young people about developing an intervention for children who first started using social media. Our study also aims to investigate whether different types of social media use are associated with impact of social media on emotions and self-esteem.MethodsAn anonymous questionnaire was distributed to young people (16–25 years old), who were UK residents, through word of mouth, social media and university newsletters. We assessed participants’ baseline characteristics, including types of social media use (active, active-passive and passive), impact of social media. We also explored young people's idea on developing a social media intervention, including how it should be delivered, topics that needs to be covered. Quantitative data were analysed using descriptive statistics and ordinal regression analysis.Results90 young people completed the questionnaire. 37.8% of the participants started using social media before 13 years old. Analysis has shown that interacting with other users and creating social media content is associated with higher self-rated negative impact on self-esteem from social media, but there is no association between impact on self-esteem and reacting to other's social media content or browsing other's social media content. Types of social media use were not associated with a self-rated impact of social media on emotions. Regarding the co-development of an intervention for social media, young people believe the best ways to distribute information about social media is through an interactive session by professionals (36.7%) or teaching it in class (28.9%) while the least popular ways are poster/booklet (1.11%) and mobile phone app (1.11%). The majority of young people felt the following topics on social media to be useful to cover during interventions, including risks on social media (85.6%), emotional safety on social media (81.1%), social media hygiene (70.0%), coping strategies and finding help on social media (66.7%), communication on social media (58.9%).ConclusionAlthough types of social media use are not associated with impact on emotions from social media, those who create social media content are at higher risk of having more impact on self-esteem. Interventions should be developed to help protect or improve self-esteem while using social media. This could be done by focusing on different topics. Future interventions for young social media users should be interactive and led by experts. They should also start before children reaches the common legal age of social media use to make them more resilient to the digital world.

In the last decade, the use of social media in the theatre scene has fueled debates on the possibility to redefine the performer-audience relationship on a wide scale. Scarce attention, however, has been paid on empirically studying how performance artists balance their use of social media between the need to promote their work and the ambition to experiment creatively on the medium affordances. This paper explores the use of social media by Italian contemporary theatre artists and companies. The study aims to explore the relational labour (Baym 2018) of performance artists in tracing the boundaries between online/offline performativity and between personal self-narration and artistic promotion. Through a combination of profile analysis and in-depth interviews, we want to understand how this artistic scene - that always experimented on intermedial and participatory possibilities - is making sense of social media. Preliminary results show how social media interaction and content production is becoming an integrated part of companies working routines. Companies position their social media activity outside a purely promotional logic. This anti-promotional ethos translates to a lack of efficacy in terms of strategic communication. However, it also lays the basis for the use of social media to expand performative practices. Although the interviewed companies do not exclude such a possibility, they lament their current inability in making such an attempt. Lacking resources is the most quoted explanation of this failure, followed by the refusal to compromise with the constraints of online languages, and the distrust of social media to reach wider audiences.

Purpose The purpose of this study is to examine how customers’ perceptions of brands’ social media interactivity impact customer engagement behaviors (CEBs) (e.g. customer purchases, referrals, influence and knowledge) while accounting for the moderating role of brand type and social media platform. Design/methodology/approach Two separate online surveys (Study 1 (N1) = 341, Study 2 (N2) = 183) were conducted to measure the constructs of interest. Regression analyzes tests research hypotheses; PROCESS Model 1 was used to test the moderating roles of brand type and platform. Further, the pick-a-point approach (i.e. spotlight analysis) was used to probe the interaction terms. Findings The results indicate that when customers perceive a brand to be highly interactive on social media (vs inactive), they are more willing to buy brand offerings, refer the brand in exchange for monetary incentives, inform their family and friends about the brand on social media and provide feedback and suggestions for improving the brand. Furthermore, the positive impact of perceived social media interactivity on customer purchases, referrals, influence and knowledge varies across brand and social media platform types. Research limitations/implications Online surveys using convenience samples were conducted to assess the constructs of interest. Archival data may provide an avenue for further insight. Future research may be able to track actual online customer behavior using such data. Further, researchers are encouraged to corroborate the results found here over time as the winds of social media shift to new platforms. Practical implications The results suggest that interacting on social media encourages customers to contribute to brand value directly (through purchasing) and/or indirectly (through referring, influencing and suggesting). While all brands may leverage social media activity for success, the positive impact of perceived social media interactivity on CEBs is particularly impactful for non-global 500 brands. The results also indicate that customers are more willing to add value to the brand through purchases and suggestions when they perceive the brand to be highly interactive on both social media networking sites and the brand’s website. However, they are more willing to promote this brand and influence their social networks about it only when they perceive the brand to be highly (vs less) interactive on its own website. Originality/value This study examines the novel issue of the impact of perceived social media interactivity on different CEBs while accounting for the moderating role of the brand and platform used by customers. The results provide value in better understanding the levers through which social media affects performance.

During covid 19, traditional offline social interaction becomes difficult. Benefiting from the availability of social media, people are increasingly relying on social media to socialize. Can social media interaction replace real-life interaction? Is a social media-based relationship a sufficient substitution for a real relationship? This article divides social media interaction into reciprocal and non-reciprocal and compares two different social media interactions with real-life interactions. For the reciprocal social media interaction, The first research question distinguishes computer-mediated communication (CMC) from face-to-face (FtF) and discusses the possibility of CMC replacing FtF. Because the absence of social cues cannot be made up, CMC is not a sufficient substitute for FtF. For the non-reciprocal social media interaction, the second research question focuses on parasocial interaction-induced parasocial relationships. Because of non-reciprocality and lack of authenticity, the parasocial relationship is not a good substitute for a real relationship. In conclusion, social media relationship is not a sufficient substitute for a real relationship, but they can be used as a good supplement to a real relationship. The difference between reciprocal social media relationships and non-reciprocal social media relationships is also discussed. Reciprocal social media relationships and real relationships are interchangeable, while non-reciprocal social media relationships cannot transform into real relationships.

BackgroundSexual and gender minority (SGM; ie, lesbian, gay, bisexual, transgender, and otherwise queer) young adults experience disparities in depression and other internalizing psychopathology. Although social media use is widespread and SGM people have more social media accounts and are more socially active on them than non-SGM individuals, few studies have examined the impact of social media on depression in this group.ObjectiveThe PRIDE iM study will be the first longitudinal, mixed methods research conducted to determine the impact of social media interactions and behaviors as pathways to depressive symptoms among SGM young adults living in the United States.MethodsPRIDE iM uses a bookends variation of the longitudinal sequential mixed methods design. Participants will be recruited nationally from social media. First, between July 2019 and February 2020, we conducted a qualitative phase (T1) comprising web-based individual interviews (N=58) to inform the building and content of the quantitative survey. Second, from February 2022 to September 2022, we will conduct a series of web-based surveys (N=1000 at baseline) with 4 data points (T2-T5), each one collected every 6 to 8 weeks. Third, from October 2022 to December 2022, we will conduct a second qualitative phase (T6) of web-based interviews using outcome trajectories found in the longitudinal survey analyses to purposively sample survey participants and conduct web-based interviews to contextualize and explain survey findings. Qualitative data from T1 and T6 will be analyzed using a reflexive thematic analysis approach. As we sought to capture change over time in the association between the main predictors (ie, social media interactions and behaviors) and depressive symptoms, we propose analyzing T2 to T5 data using latent growth models with a structural equation modeling framework. Data integration at the method, interpretation, and reporting levels will be achieved through building and connecting and the use of a staged approach and joint displays, respectively. At all stages, we will assess the fit of data integration as recommended by the principles of best practice for mixed methods research in psychology.ResultsData collection will be completed by December 2022. Qualitative data analyses will be completed by March 2023, and quantitative analyses of the primary outcome of interest will be completed by June 2023.ConclusionsPRIDE iM will confirm, reject, or uncover the presence of potential relationships between social media interactions and behaviors and depressive symptoms among SGM people. This study represents fundamental groundwork to develop social media–based interventions that target modifiable interactions and behaviors that are most likely to influence mental health outcomes, thus seizing the opportunity to merge the popularity of this medium among SGM people with evidence-based approaches.International Registered Report Identifier (IRRID)DERR1-10.2196/43627