How perceived effectiveness of social media platform and satisfaction affect continuance intention in a pandemic: The moderating role of perceived benefit

Kim Dung Tran and Lobel Trong Thuy Tran

Journal of Global Scholars of Marketing Science, 2022, vol. 32, issue 4, 627-644

Abstract: Firms facing a global pandemic need to shift to online supply to satisfy customer demand. This study develops a valid measure of the perceived effectiveness of social media platforms (PESMP) and analyzes its effect on customer satisfaction in predicting continuance intentions under the boundary condition of perceived benefit. Drawing on the uses and gratification theory and a sample of 508 customers, the authors substantiate perceived benefit’s moderating role. At high levels of perceived benefit, PESMP exerts a strong effect on satisfaction that increases continuance intention. Implications to increase strategic effectiveness are also discussed.

Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2022.2062024 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:32:y:2022:i:4:p:627-644

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2022.2062024

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().