Openness to experience - a moderator between social commerce success factors and customer satisfaction relationship: facebook brand page platform / Ariff Md. Ab. Malik, Hanitahaiza Hairuddin and Nurfaznim Shuib.

Md. Ab. Malik, Ariff and Hairuddin, Hanitahaiza and Shuib, Nurfaznim (2018) Openness to experience - a moderator between social commerce success factors and customer satisfaction relationship: facebook brand page platform / Ariff Md. Ab. Malik, Hanitahaiza Hairuddin and Nurfaznim Shuib. Management & Accounting Review (MAR), 17 (3). pp. 67-80. ISSN 2550-1895

Abstract

Nowadays, the role of social media in marketing strategies is undeniable. Facebook brand page is one of the platforms used by the marketers to promote their products. The purpose of this study is to investigate whether the Openness to Experience personality moderates the relationship between Information System Success (ISS) factors and customer satisfaction using a sample of 354 customers from three different Facebook brand pages. The result found that the Openness to Experience personality effect the relationship between ISS factors and customer satisfaction. Meanwhile, the Information Quality is the most important factor that influences the customer satisfaction towards social media applications.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Md. Ab. Malik, AriffUNSPECIFIED
Hairuddin, HanitahaizaUNSPECIFIED
Shuib, NurfaznimUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Telemarketing. Internet marketing
H Social Sciences > HF Commerce > Marketing > Market segmentation. Target marketing
H Social Sciences > HF Commerce > Consumer satisfaction
Divisions: Universiti Teknologi MARA, Shah Alam > Accounting Research Institute (ARI)
Journal or Publication Title: Management & Accounting Review (MAR)
Journal: UiTM Journal > Management & Accounting Review
ISSN: 2550-1895
Volume: 17
Number: 3
Page Range: pp. 67-80
Item ID: 30351
Uncontrolled Keywords: Social Commerce, Information System Success Factors, Personality Traits, Customer Satisfaction
URI: http://ir.uitm.edu.my/id/eprint/30351

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