International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 9
Available Online: 15 August 2024
Author/s:
Liu, Xueyan
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
To thrive in the ever-changing world of social e-commerce, companies have long had to figure out what makes their platforms special to their customers. Aesthetic cues, task cues, and social signals all had a role in shaping customer behavior and loyalty, and this study analyzed all of them thoroughly. Several factors, including task cues (such as accurate product information), aesthetic cues (such as the platform’s design and ease of use), and social signals (such as the quantity and quality of customer interactions and community feedback), contribute to a positive customer-brand relationship, according to the study’s foundational concept. This study used the descriptive method and surveyed 300 participants. The details of their responses were examined in thorough analysis of platform data and customer feedback. Product descriptions were seen as very genuine and comprehensive. Improving consumer trust via up-to-date information and simplified acquisition techniques were also emphasized in the study. Though not immediately quantifiable, the favorable comments about the products showed that people liked the way the platform looked, which is a clue of how important aesthetic signals are. Finally, the paper offered a framework that would improve task, aesthetic and social cues on customer identification in social media.
Keywords: task, aesthetic, social cues, customer identification, social media, e-commerce improvement framework
DOI: https://doi.org/10.5861/ijrsm.2024.1218
Cite this article:
Liu, X. (2024). Impact of task, aesthetic and social cues on customer identification in social media: Basis for e-commerce improvement framework. International Journal of Research Studies in Management, 12(9), 11-22. https://doi.org/10.5861/ijrsm.2024.1218