Notes

Role Of Social Media Marketing Activities In Chinas E-commerce Industry: A Stimulus Organism Response Theory Context

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Second, this study examined the effect of SMMAs on customer on the net repurchase intentions via connection excellent in China’s e-commerce atmosphere. Prior research highlighted the value and the gap in connection high quality in the literature . Additional, such kind of research is hardly ever examined in China’s environment.

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Other scholars characterized it as the practice of rising the value of stakeholders by incorporating social media platforms into marketing and advertising operations (Pham and Gammoh, 2015 Felix et al., 2017). Right here, interactivity is defined as the degree to which shoppers perceive that e-commerce’s social media platforms allow them to communicate content material and opinions with the enterprise and other consumers . It is basically a indicates of interactive communication between firms and consumers . Buyers contribute to businesses’ social media networks to connect with other buyers and discuss diverse items and services on e-commerce platforms (Muntinga et al., 2011).

This study proposed a theoretical model by applying the stimulus-organism-response (S-O-R) theory. Working with a structured questionnaire and purposive sampling, this study examined the responses of 403 shoppers through partial least square-structural equation modeling. linkbuilding international is novel study that contributes to the S-O-R theory and delivers quite a few managerial recommendations that assist managers in enhancing their company overall performance in the e-commerce business. Initial, SMMAs substantially strengthen the partnership good quality [commitment , trust , and satisfaction ] in China’s e-commerce environment.

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