Authors: M. Parveen Roja
Addresses: Department of Management Studies, PSNA College of Engineering and Technology, Dindigul, Tamilnadu, India
Abstract: Social media is a breakthrough innovation in communication bringing people together and reflecting their minds. Though social media serves as a source of connect, it is not exceptional to flaws. The quality of social media is studied analysing the gaps between the expected and actual features of social media from the perspective of its users. The study applied confirmatory factor analysis (CFA) to confirm the gaps and the leading factors and structured equation modelling (SEM) to find the level of influence of these gaps, lifestyle and personality on the satisfaction level of social media users and their usage level. The study suggested the rectification strategies to refine the features and set right the gaps existing in the social media. It also suggested various options and variants that could be introduced to satisfy the customer segments with varied interests and mindset.
Keywords: gap; lifestyle; personality; security; socialise; social media.
International Journal of Business Excellence, 2020 Vol.20 No.1, pp.1 - 15
Received: 14 Jun 2018
Accepted: 02 Sep 2018
Published online: 31 Jan 2020 *