Beta
ManageSearchChatDiscover
379183

The Impact of Social Media Content Format and Type on Achieving Online Visual Merchandizing Objectives:Perceived Online Shop Interactivity and Experience in The Egyptian Retail S

Article

Last updated: 24 Dec 2024

OverviewSimilar Items

Subjects

-

Tags

-

Abstract

Online Visual Merchandising (OVM), which deals with the integrated design of product display and product context presentation in online shops, is one of the key fields in current retail management. With the changing media environment, social media communication is becoming an interwoven part of OVM. This paper highlights social media´s (a) content format and (b) content type to examine their impact on OVM objectives: perceived online shop interactivity and experience. A quantitative study was conducted with more than 400 respondents in the Egyptian context, using Structural Equation Modelling (SEM). The results support that the format and type of social media content influence dimensions of perceived online shop interactivity, which are positively related to perceived online shop experience. The study is one of the first to focus on OVM objectives and link them to social media communication variables. The findings provide important insights for marketing managers and call for more research in this area.

DOI

10.21608/acj.2024.379183

Keywords

social media marketing, Online visual merchandising, online experience

Authors

First Name

Joern

Last Name

Redler

MiddleName

-

Affiliation

Professor of Marketing at Mainz University of Applied Sciences, Mainz, Germany

Email

joern.redler@hs-mainz.de

City

-

Orcid

-

First Name

Heba Hassan

Last Name

Sadek

MiddleName

-

Affiliation

College of Management & Technology- Arab Academy for Science,Technology & Maritime Transport

Email

hebahassan@aast.edu

City

-

Orcid

-

Volume

61

Article Issue

5

Related Issue

50296

Issue Date

2024-09-01

Receive Date

2024-05-24

Publish Date

2024-09-01

Page Start

129

Page End

156

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 61_Issue 5_Pages 129-156.pdf

PDF . 6.1MB

Link

https://acjalexu.journals.ekb.eg/article_379183.html

Detail API

https://acjalexu.journals.ekb.eg/service?article_code=379183

Order

4

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

The Impact of Social Media Content Format and Type on Achieving Online Visual Merchandizing Objectives:Perceived Online Shop Interactivity and Experience in The Egyptian Retail Sector

Details

Type

Article

Created At

24 Dec 2024