Impact Of Consumers’ Expectations And Perceived Enjoyment On Clothing Repurchase Intention In Social Media Marketing

Abstract

In this digital era, social media marketing plays a major role in shaping consumers’ buying behaviour and their intention to repurchase clothing products. Repurchase intention refers to an individual’s desire to purchase a product or service again in future because of previous positive experiences. Understanding the factors influencing consumers’ intention to purchase again is crucial for businesses and marketers to build long-term relationships with consumers. The present study aims to analyse the impact of consumers’ expectations and perceived enjoyment on repurchase intention in social media marketing. This study is explanatory in nature and utilises quantitative methods. The primary data were gathered from hundred consumers in Kanniyakumari District, Tamil Nadu, using a well-structured questionnaire. The respondents were chosen using judgemental sampling and the data were analysed using Structural Equation Modelling (SEM). The statistical analyses were performed on Jamovi v2.7.30. The findings disclosed that consumers’ expectations and perceived enjoyment had a significant and positive impact on repurchase intention for clothing in social media marketing. The current study provides valuable insights for clothing businesses and marketers to develop strategic marketing goals and measures that improve their relationships with consumers