Social Media Marketing Content and Continuous Usage Intention in Using Home Cleaning Services

Abstract

As of today, social networking sites have grown into a fundamental marketing platform for businesses to promote products and services and generate consumer interest. As the objective of this study is to assess the impact of marketing content in social media on the continuous intention to use home cleaning services through the uses and gratification (U&G) and stimulus-organism-response (SOR) theories, broad explanations are offered in the mind of consideration toward social media content. According to both theories, this study focuses on the independent variables which are monitored as the content value of attitude toward the domain with the mediating role and continuous usage intention as a dependent variable. The data for the research was collected from individuals who had consumed home cleaning services through social media in the last three months through a quantitative survey conducted via questionnaires. PLS-SEM was used to analyze the data and evaluate the interconnections among independent, mediating, and dependent variables. The overall result indicates that informative value, functional value, and entertainment value influence attitude toward the content which eventually supports continuous intention to consume the services. On the other hand, social value presents a minimal impact on attitude toward the content, but it does so with positive no significance effect. These results guide providers of home cleaning services on how to tailor their marketing strategies to better capture social media.