The impact of social network marketing on customer repurchase intention towards online shopping for clothing
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This study aims to examine how social network marketing creates an impact on customer repurchase intention towards online shopping for clothing and what are the main driving forces of that social network marketing that impact the repurchase intention. To investigate the impact, the study chooses four independent variables: entertainment, usefulness, informativeness, and interactivity, which are the forces of social network marketing that affect the customer repurchase intention, which in this case is the dependent variable. To implement the study, a survey of 158 respondents in the Norwegian population that belong to the age group of 20 to 35, were carried out. The data collection procedure was conducted by using a questionnaire and the analyses were performed by using SPSS. The hypotheses of the study were tested by using a multiple regression analysis, which revealed that entertainment, informativeness, and interactivity of social network marketing have a positive impact on customer repurchase intention towards online shopping for clothing. Based on the results from this study, it is recommended that online clothing stores should focus on creating social network marketing content that is entertaining and informative, and interaction with existing and potential customers should also be prioritized. Based on this study, such actions can lead to higher customer repurchase intention. Keywords: Social network marketing, entertainment, informativeness, usefulness, interactivity, repurchase intention, online shopping in Norway.