Background: The development of social media brings traditional marketing into a newera - social media marketing - which offers new platforms through which brands cancarry out marketing activities and connect with their customers. Thus, social mediamarketing has become important for brands and marketers to reach their customers andsocial media marketing activities (SMMAs) include entertainment, trendiness,customisation, interaction, and word of mouth (WOM). Purpose: The purpose of this paper is to explain the impact of social media marketingactivities (SMMAs) on customer satisfaction. Methodology: A quantitative method and deductive research approach were adopted inthis research as a means of gathering data. Through a cross-sectional research design, anonline self-completion questionnaire was created and conducted with consideration ofethical and societal issues; as a result, 165 valid responses were collected. The collecteddata from the respondents were analysed through frequency analysis, descriptiveanalysis, explore analysis, reliability analysis, correlation analysis as well as multipleregression analysis. Findings: The results of this research revealed that both H3 and H4 were accepted,meaning that customisation and interaction have a significant positive impact oncustomer satisfaction. Conversely, H1, H2, and H3, i.e., entertainment, trendiness, andword of mouth (WOM), were rejected. Conclusion: This study concluded that customisation on social media (H3) positivelyinfluences customer satisfaction which can be understood as customised content isaimed in a way to suit the customers’ own preferences. Furthermore, interaction onsocial media (H4) was revealed to have a significant and positive impact on customersatisfaction. As firms and businesses interact with their customers on social media, theyallow for communication between a brand and the customer. Whereas, entertainment(H1), trendiness (H2) and WOM (H5) on social media do not significantly impactcustomer satisfaction.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-113992 |
| Date | January 2022 |
| Creators | Liu, Caiyan, Andersson, Frida, Omar, Iftin |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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