Customer Behavioral Outcomes In The Context Of Social Commerce In Vietnam: The Role Of Social Media Marketing Activities And Customer Experience

Abstract

Considering social media marketing activities and customer experience, this study investigates effects on relationship quality, which in turns impacts three kinds of customer’s intentions (i.e., purchase, loyalty and participation intention) in social commerce. SPSS 22.0 and SmartPLS are employed to perform statistical analysis over the sample data of 405 customers having online purchasing via social media platforms in Vietnam. The results validate the significant and positive impact of social media marketing activities and customer experience on the relationship quality between clients and firms in social commerce world. Moreover, a positive relationship quality leads to a positive impact on customer three behavioral outcomes of customers. Also, the partial effect of relationship quality in the indirect link between social media marketing activities/customer experience and customers’ intentions is also confirmed. Implications for marketing managers and enterprises are provided to assist firms to have a better marketing performance and create better customer experience in social media.