1.
Journal of Global Scholars of Marketing Science
; : 18, 2022.
Article
in English
| Web of Science | ID: covidwho-1852820
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 benefits 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.