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

Document Type : Original Article

Authors

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

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

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.

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