Perceived Social Media Marketing Activities and Its Impact on Customer Retention and Consumer Attitude

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Background
• Problem Statement
• Research Questions
• Research Aims and Objectives
• Significance of the Research
• Scope and Limitations
• Literature Review
• Social Media Marketing
• Customer Retention
• Consumer Attitude
• Theoretical Frameworks
• Research Methodology
• Research Design
• Population and Sample
• Data Collection
• Data Analysis
• Ethical Considerations
• Findings and Discussion
• Measurement Model Calibration
• Measurement Model Validation
• Hypothesis Testing
• Conclusion
• Summary of Findings
• Contributions to Knowledge
• Recommendations for Future Research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research aims to investigate the impact of social media marketing activities on customer retention and consumer attitude, particularly focusing on UK clothing retailers. It seeks to understand the nature and dimensions of perceived social media marketing activities in the UK retail clothing industry.

• The role of social media marketing in customer retention
• The influence of social media marketing on consumer attitude
• The specific activities of UK clothing retailers on social media
• The relationship between social media marketing and customer retention
• The relationship between customer retention and consumer attitude

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the research topic, problem statement, research questions, aims, and objectives. It also highlights the significance of the research and discusses its scope and limitations.
• Literature Review: This chapter reviews the relevant literature on social media marketing, customer retention, consumer attitude, and theoretical frameworks. It provides a comprehensive overview of existing research and identifies key themes and concepts.
• Research Methodology: This chapter outlines the research design, population and sample, data collection methods, data analysis techniques, and ethical considerations. It explains the chosen research approach and provides justification for the chosen methods.
• Findings and Discussion: This chapter presents the findings of the data analysis, focusing on the measurement model calibration and validation, as well as hypothesis testing. It discusses the implications of the findings in relation to the research questions and objectives.

Schlüsselwörter (Keywords)

The research focuses on the impact of perceived social media marketing activities on customer retention and consumer attitude in the UK clothing retail industry. Key themes include social media marketing, customer retention, consumer attitude, social exchange theory, and the role of specific social media activities such as entertainment, interaction, trendiness, customization, and word of mouth.