Does Social Media Content Quality and Engagement Influence Consumer Satisfaction in the Apparel Industry?

K Princy Hebshibha and K Chitra
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K Princy Hebshibha: Sri Ramakrishna College of Arts and Science for Women
K Chitra: Sri Ramakrishna College of Arts and Science for Women

ComFin Research, 2024, vol. 12, issue 4, 39-46

Abstract: This study examines the influence of social media marketing on consumer satisfaction in the apparel industry, with a focus on key factors such as engagement and content quality. The rapid growth of social media has reshaped the way consumers interact with brands, making it essential to understand how these platforms influence consumer behavior. The research problem centers on determining the impact of social media engagement and the quality of social media content on consumer satisfaction. The study aims to explore these relationships and provide insights into effective social media marketing strategies for apparel brands. Using a descriptive research design, the study was conducted in Coimbatore district with a sample size of 139 respondents identified through convenience sampling. Data was collected using structured questionnaires, and relevant statistical tools, including ANOVA, Correlation Analysis, and Multiple Linear Regression, were used to analyze the data. The findings reveal that frequent interaction with brands and engaging visual content are key drivers of consumer satisfaction. Findings of the study reveals that social media marketing plays a crucial role in shaping consumer behavior in the apparel industry, and brands must refine their strategies to meet consumer needs and enhance satisfaction through consistent, high-quality content.

Keywords: Social Media; Consumer Satisfaction; Apparel Industry; Marketing Impact; Engagement Quality (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:acg:comfin:v:12:y:2024:i:4:p:39-46

DOI: 10.34293/commerce.v12i4.8157

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