(Maditinos & Theodoridis, 2010), studied the consumer’s perception of online shopping to

determine the consumer’s satisfaction. This research was done to determine the main elements

which ultimately affect consumer satisfaction in the Greek context. The researcher used to

investigate the cause-and-effect relationship between the variables through an online

questionnaire, consisting of 31 questions of satisfaction and 7 questions of demographics and

seven-point Likert scale in each question is used. The pilot survey was tested by the MSc

students in Financial Information Systems and Finance at the campus of TEI of Kavala and also

sent to the customers of common Greek online stores. Finally, the total survey consisted of

1,826 e-mail invitations, 390 responses were collected from the total, 359 of which were usable

and valid. SPSS version 12.0, was used to check the hypotheses and the results concluded that

user edge superiority and product data quality were too closely correlated to overall satisfaction,

while purchasing process, service information superiority, product attractiveness, and security

perception were also positively correlated to satisfaction. Furthermore, the study investigation

reveals that the satisfaction of customers strongly affects post-purchase behavior. The

researchers further recommended that overall gratification leads to a positive increase in

customers’ reenter and intention to repurchase. These two components “revisit and repurchase”

is directly connected to overall satisfaction and thus increasing the online customers.

(Ballantine, 2005), researched the satisfaction of consumers in an online shopping environment

in Australia and the New Zealand context. To measure the perceived level of interactivity and the

amount of data provided by online retail locations, the researchers used a seven-point Likert

scale to specify respondent’s conformity or dissimilarity on a web-based experiment (using a 3x3

between-subjects factorial design). Finally, the total questionnaires consisted of 396, of these 360
questionnaires were accepted and collected from web users which include 62 percent were male

respondents, 64 percent were aged between 18 to 34, 69 percent were university qualified, and 63

percent were householder. Moreover, 72 presents of respondents used the internet for more than

10 hours a week, 93 percent of the respondents had used the internet for more than two years,

and 67 percent of respondents perceived themselves as being professionals at using the internet.

Statistical techniques (ANOVA), was used to check the hypotheses, and the results concluded

that there was found a linear connection between the sovereign variables (involvement and

product information) on consumer satisfaction. Thus, as the level of interactivity increased,

higher satisfaction appeared. The researchers further recommended that opportunities for

interactivity and thorough merchandise data on a website should be maximized. This feature will

allow consumers to increase while browsing a retail web site.

The researcher (Lin & Sun, 2009), also found the factors that affect consumer satisfaction. The

researchers indicated the two factors that directly or indirectly affect the satisfaction of

customers or e-loyalty. The exterior factor that consists of technology getting and website facility

quality and the inner factor that includes specific holdup cost. For knowing the causal

relationship of the variables, the researcher used the main analytical tool structural equation

modeling (SEM) as well as using the LISREL 8.14 for confirmatory factor investigation. To test

the hypotheses, the researchers used a seven-point Likert chart and collected data from

questionnaires in two parts. The initial part included an email questionnaire and next, paper

questionnaires. The 154-email questionnaire was sent to the respondents and 150 came again. Of

these 4 were unqualified and 146 were qualified responses. Of these, 75 were unqualified and 75

were qualified and 221 were returned from the total successfully. After the data was collected,

the researchers surveyed online shopping sites to determine the demographic variables and used
one-way ANOVA analyses. But the specific delay cost was remarkably affected by the daily

online customer’s frequency. The result of the causal relationship of research model variables

was indicated that customer e-satisfaction has a positive impact on customer e-loyalty directly,

technology acceptance factors have a positive impact on the satisfaction of customer and loyalty,

website facility quality has a positive impact on the satisfaction of customer and loyalty and

specific holdup cost has a positive impact on customer e-loyalty directly, but not positive

impression on satisfaction. The researcher summarized that the external factor is comparatively

more important than the internal factors and leads to e-satisfaction and e-loyalty.

(Hudson, Huang, Roth & Madden, 2021) determine if social media use has a positive relationship

with BRQ. One could anticipate that it does. Prior research in marketing has generally identified

more positive effects of social media presence than absence. looked at how social media is used,

managed, and perceived by sports and entertainment venue managers, and found that many

(57%) have a defined social media strategy, and experience higher revenues than those that do

not. A recent study by Medallia found that hotel properties that actively engage with social

media reviews grow occupancy at double the rate of properties that don’t. Chadwick Martin

Bailey research (Cruz & Mendelsohn, 2010) shows that the likelihood for individuals to buy or

recommend increases after they follow a brand via social media. . Finally, a study conducted by

GE found that consumers respond much more positively to content shared through social media

than they do to paid placements such as advertising. Specifically, consumers that viewed a GE

video via social media sharing were 83% more likely to have positive perceptions of GE than

those exposed to the same content via paid advertising. However, these studies do not describe

the processes or mechanisms through which social media use affects behavioral outcomes. As
interest in the brand-building benefits of social media use grows, more research is needed to

guide marketers in a digital world. Since brand relationship is often fostered and progressed

gradually, the research focus should be extended from superficial social media presence (e.g. yes

or no) to more in-depth dimensions of social media interaction (e.g. frequency and amount).

Social media interaction refers to a consumer’s proactive engagement with the brand on social

media platforms such as following, replying, tweeting, sharing, liking, participating and so on.

Consumer’s proactive interaction with the brand on social media can be viewed as a customer’s

level of cognitive, emotional and behavioral investment in specific brand interactions and found

that the more the customers relationship investment, the higher their commitment to maintain the

relationship.

Maditinos, D. I., & Theodoridis, K. (2010). Satisfaction determinants in the Greek online shopping

context. Information Technology & People.

Ballantine, P. W. (2005). Effects of interactivity and product information on consumer satisfaction in an online retail

setting. International Journal of Retail & Distribution Management.

Lin, G. T., & Sun, C. C. (2009). Factors influencing satisfaction and loyalty in online shopping:

an integrated model. Online information review.

Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on

consumer–brand relationships: A three-country study of brand perceptions and marketing

behaviors. International Journal of Research in Marketing, 33(1), 27-41.