Evaluating the Effectiveness of SaaS Companies’ Social Media Marketing Activities on Customers’ Re-purchase Intention.
Abstract
Purpose: This study explores the impact of social media marketing (SMM) activities by software-as-a-service (SaaS) companies on customer behavior in industrial markets, focusing on repurchase intention and electronic word-of-mouth (e-WoM).
Design/Methodology/Approach: Data was collected from 395 managers, employees, and business owners who use SaaS solutions and follow their providers on social media. A structural equation modeling approach tested the influence of SMM dimensions—customized support, informative content, interaction, and creative content—on the dependent variables.
Findings: The results demonstrate that customized support and informative content significantly influence both repurchase intention and e-WoM. However, creative content and interaction have no significant effect on these outcomes. Product category knowledge moderates the relationship between SMM activities and e-WoM, amplifying the effect for knowledgeable users.
Research Limitations/Implications: The study focuses on relationship-oriented SMM in industrial markets, specifically targeting customers at the lower end of the marketing funnel. Future research could explore acquisition-focused SMM and its effectiveness at different funnel stages.
Practical Implications: SaaS companies should prioritize delivering tailored support and up-to-date, relevant content to sustain customer loyalty and encourage brand advocacy. Targeting knowledgeable users within their audience may amplify earned media impact.
Originality/Value: This research extends the uses and gratifications theory to the industrial market context, providing new insights into how specific SMM dimensions influence customer behaviors and emphasizing the role of product category knowledge.
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International Journal of Marketing, Communication and New Media
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DOI: 10.54663/2182-9306
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