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Use of Social Networking Sites by SMEs to Engage With Their Customers: A Developing Country Perspective

Sharma, Shavneet and Singh, Gurmeet and Aiyub, Asheefa Shaheen (2020) Use of Social Networking Sites by SMEs to Engage With Their Customers: A Developing Country Perspective. Journal of Internet Commerce, 19 (1). pp. 1-20. ISSN 1533-2861

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    Abstract

    The purpose of this research is to investigate use of Social Networking Sites by SMEs to engage with their customers. A conceptual framework is developed that tests the relationship between customer satisfaction, customer engagement and customer loyalty. This research adopts a quantitative approach where data is collected from 336 respondents. Analysis is performed using structural equation modeling. The empirical results show that customer satisfaction has a positive influence on customer loyalty. When customer engagement was modeled directly to customer loyalty, a positive relationship was found. The multi-dimensional nature of customer engagement is also confirmed by this study. This study highlights the value of social networks for SMEs and contributes to literature by testing the research model to better understand the research topic.

    Item Type: Journal Article
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Faculty of Business and Economics (FBE) > Graduate School of Business
    Depositing User: Gurmeet Singh
    Date Deposited: 06 Jan 2020 11:48
    Last Modified: 04 Feb 2020 13:09
    URI: http://repository.usp.ac.fj/id/eprint/11902
    UNSPECIFIED

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