Gayathiri Devi, C and Priya, D (2024) The Mediating Role of social media In Relationship between Antecedentsof online Marketing Practices and Customer Retention and Loyalty. The Mediating Role of social media In Relationship between Antecedentsof online Marketing Practices and Customer Retention and Loyalty, 15 (1). pp. 146-169. ISSN 0262-0383

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Abstract

Aim/Purpose:-This descriptive research aims to explore the mediating role of social media in
the relationship between online marketing practices and their impact on customer retention
and loyalty. Outcome:-The findings indicate a statistically significant positive relationship
between social media impact (p-value = 0.030) and its ability to uphold customer retention
and loyalty. Additionally, factors such as brand image (p-value = 0.020), trust, and
credibility (p-value = 0.002) demonstrate substantial influence on maintaining customer
loyalty. Model:-The Research model developed with the help of three different constructs
which include: Independent, Mediating and Depependent. The independent variables include
the antecedents of online marketing follwed by social media as a mediating factor and the
dependent variable is customer retention and loyalty. The model satisfed mesasurement fit
indices GFI>.80 and AGFI>.80. Research Methodology:-The research methodology
involved the utilization of structured, closed-ended questionnaires administered through
simple random sampling. Statistical Techniques:-including descriptive and inferential
analyses such as correlation, regression, and structural equation modeling, were applied to
evaluate the collected data. Model assessment criteria, including GFI, AGFI, NFI, and TLI
values, were met satisfactorily. Generalizability:-The findings of this study are generalizable
and applicable in various contexts where assessing customer retention and loyalty through
mediating variables is essential.

Item Type: Article
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 03 Oct 2024 07:55
Last Modified: 03 Oct 2024 07:55
URI: https://ir.psgcas.ac.in/id/eprint/2303

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