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Accentuating Customer Engagement, Visual Presentation and Copywriting for Effective Social Media Marketing: A Case Study

This study examined features embedded in social media namely customer engagement, attractive visual presentation and copywriting that are capable of driving online purchase for apparels. As the Malaysian fashion retail industry actively adopts social media marketing there is a need to ascertain the extent to which the aforesaid features could be more effectively designed to draw the attention of online customers to a firm or brand and induce purchase. A census of 170 online customers from an apparel retailer was taken for this study. Online questionnaire link in Google document was emailed to the company’s sales team who in turn blasted the online questionnaire via email to all of their online customers in their data base. The study uncovered that customer engagement (.004) and visual presentation (.013) were significant at 0.05 level of significance. The standardized beta coefficients indicated that customer engagement had the strongest influence (.350) on online purchase for apparels, followed by visual presentation (.330). Hence suggesting that online firms using social media must ensure they engage their online customers through discussions, reviews, contest and comments to understand them better and ultimately stimulate purchase. Social media too needs an outstanding visual presentation to reduce the perceived risk among online customers and facilitate their purchase of apparels.