This study aims to contribute to an improved understanding of the nature and dimension of perceived social media marketing activities in the UK retail clothing industry. This thesis embraces the major perceived social media marketing activities of clothing retailers which namely: entertainment, interaction, trendiness, customization and word of mouth. It also investigates if there’s an existence of relationship between social media marketing activities and customer retention as well as the relationship between customer retention and consumer attitude. Social Exchange theory and Ranaweera and Prabhu's (2003) holistic approach were the major theories used in this research.; two factors is identified in this study because of time limitation that determines customer retention and the rest of the factors has been recommended for further research: customer satisfaction and customer trust.
Social media marketing activities has become vital for organisations in an online environment. Although the role of social media marketing activities has been examined in an online marketing environment, their existence and significance in predicting customer retention has not been explored. This research examines the impact of social media marketing on customer retention and particularly focuses on the activities UK clothing companies’ uses and their impact on customer retention and consumer attitude.
The data were collected through online questionnaires from over 220 retail clothing customers in London and United Kingdom. Over-all, the strategy for evaluating the psychometric properties of the measurement is split into two parts: measurement model calibration and measurement model validation which involve Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA). All intended hypotheses are tested using Structural Equation Modelling (SEM).
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Background
- Problem Statement
- Research Questions
- Research Aims and Objectives
- Significance of the Research
- Scope and Limitations
- Literature Review
- Social Media Marketing
- Customer Retention
- Consumer Attitude
- Theoretical Frameworks
- Research Methodology
- Research Design
- Population and Sample
- Data Collection
- Data Analysis
- Ethical Considerations
- Findings and Discussion
- Measurement Model Calibration
- Measurement Model Validation
- Hypothesis Testing
- Conclusion
- Summary of Findings
- Contributions to Knowledge
- Recommendations for Future Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research aims to investigate the impact of social media marketing activities on customer retention and consumer attitude, particularly focusing on UK clothing retailers. It seeks to understand the nature and dimensions of perceived social media marketing activities in the UK retail clothing industry.
- The role of social media marketing in customer retention
- The influence of social media marketing on consumer attitude
- The specific activities of UK clothing retailers on social media
- The relationship between social media marketing and customer retention
- The relationship between customer retention and consumer attitude
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the research topic, problem statement, research questions, aims, and objectives. It also highlights the significance of the research and discusses its scope and limitations.
- Literature Review: This chapter reviews the relevant literature on social media marketing, customer retention, consumer attitude, and theoretical frameworks. It provides a comprehensive overview of existing research and identifies key themes and concepts.
- Research Methodology: This chapter outlines the research design, population and sample, data collection methods, data analysis techniques, and ethical considerations. It explains the chosen research approach and provides justification for the chosen methods.
- Findings and Discussion: This chapter presents the findings of the data analysis, focusing on the measurement model calibration and validation, as well as hypothesis testing. It discusses the implications of the findings in relation to the research questions and objectives.
Schlüsselwörter (Keywords)
The research focuses on the impact of perceived social media marketing activities on customer retention and consumer attitude in the UK clothing retail industry. Key themes include social media marketing, customer retention, consumer attitude, social exchange theory, and the role of specific social media activities such as entertainment, interaction, trendiness, customization, and word of mouth.
- Arbeit zitieren
- Josephine Lawal (Autor:in), 2016, Perceived Social Media Marketing Activities and Its Impact on Customer Retention and Consumer Attitude, München, GRIN Verlag, https://www.grin.com/document/1294317
