Disentangling factorial structure of Social Media Content Marketing (SMCM) quality construct in the context of Muslimah fashion

Abstract

Social media has proliferated and, for a business, is no longer optional but essential. Many marketers "jump the wagon" employed social media platforms to boost their content marketing to reach targeted customers and grow their brand. Inevitably, traditional marketing is becoming less and less effective and relevant; content marketing has become a strategic approach for a forward-thinking marketer. However, not all marketers appraise and evaluate their content marketing quality, which would impact the return of investment. Therefore, this study aims to disentangle the underlying structure of the Social Media Content Marketing (SMCM) quality construct by using exploratory factor analysis (EFA). We conceptualise that SMCM quality comprises three key media: photograph, video, and website. In this study, human judgment was applied to assess the quality of a photograph, video, and website of the specific Muslimah fashion brand. The respondents were requested to view and evaluate the visual materials and content consisting of photographs, videos, and websites. Subsequently, they were required to respond to the questions in the survey form. The analysis was based on a sample of 100 Muslim urban female millennials, collected at Universiti Teknologi Mara, Shah Alam via a self-administered questionnaire. The result of this study has found that there are three main factors for video quality (visual criteria, textual criteria, implicit criteria); one main factor for the photograph (clarity); and websites (content, perceived attractiveness, informativeness). Thus, the finding can be a significant step for future research to determine the key factors and sub factors, contributing to SMCM quality.

Keywords

• content marketing
• social media
• user-centred design (ucd)
• social media content marketing (smcm)