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Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation

机译：衡量消费者对电子商务行业社交媒体营销活动的看法：规模开发和验证

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摘要

The internet has changed the nature of shopping in the past two decades, which has supported the proliferation of e-commerce sites and thus shopping has shifted to e-shopping. Also, customers use social media to gain information on preferred products with the best price options, as social media provides shoppers a voice, and facilitate them to interact and share their opinion worldwide. Moreover, social media is extensively adopted platform for e-commerce. Although, social media marketing has achieved wide acceptance in business, especially in e-commerce, there is no scale in the extant literature to measure perceived social media marketing activities (SMMA) in an e-commerce context. Therefore, this study develops and validates a 15-item, five-dimensional scale for measuring perceived SMMA of e-commerce based on extant literature on e-commerce and social media marketing and five different studies conducted in this research. The scale revealed comprehensive psychometric characteristics as per the results from the diverse reliability and validity checks. It was revealed that perceived SMMA positively influenced purchase intention and brand equity; which endorses the nomological validity of the developed scale. The new scale provides both theoretical as well as managerial implications along with the avenues for forthcoming research. (C) 2017 Elsevier Ltd. All rights reserved.
机译：在过去的二十年中，互联网改变了购物的性质，这支持了电子商务站点的激增，因此购物已经转向了电子购物。此外，由于社交媒体为购物者提供了表达自己的声音，并促进他们在全球范围内互动和分享意见的机会，因此，客户可以使用社交媒体以最佳价格选择获取有关首选产品的信息。而且，社交媒体被广泛采用为电子商务平台。尽管社交媒体营销已在商业（尤其是电子商务）中获得了广泛的接受，但是现有文献中没有规模来衡量电子商务环境下的感知社交媒体营销活动（SMMA）。因此，本研究基于现有的有关电子商务和社交媒体营销的文献以及本研究中进行的五项不同研究，开发并验证了一个15个项目的5维量表，用于测量感知的电子商务SMMA。该量表显示了根据各种可靠性和有效性检查的结果得出的全面的心理计量学特征。结果表明，感知的SMMA对购买意愿和品牌资产产生了积极影响；这证明了已开发量表的法学有效性。新的量表提供了理论和管理上的意义以及即将进行的研究的途径。 （C）2017 Elsevier Ltd.保留所有权利。

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