The Effect of Social Media Marketing Activities in Customer’s Response and Customer Satisfaction in Digital World

The main goal of this study was to assess the effect of social media marketing activities in customer’s response and customer satisfaction in digital world. This study employed a systematic review methodology, with 42 from 2017 to2023 existing articles completed on SMMA and customers intention and satisfaction based on an inclusion/exclusion criterion. The method used to collect data was a systematic strategy, and the obtained data were analyzed by utilizing content analysis. Collected were from Emerald, Goggle Scholar, Research Gate, Wiley on-line library, Tyler and Francis. The findings of this study were collected using a thematic method, which involved extracting previous researchers’ findings from the literature, classifying similar themes and findings, and drawing conclusions. According to the findings of this review, SMMA Commercialization, entertainment, and promotions have the highest effect on trust and loyalty. Social SMMA influence brand loyalty and brand awareness. SMMA helps sellers inspire consumers with social, reward, and empowerment incentives, which can influence customer behavioural outcomes such as acquisition intention, loyalty intention, and participation intention. Review recommends that businesses should capitalize on social media’s impact on customer purchasing decisions by encouraging engagement, improving product quality, offering fair prices, and focusing on social media content. Analytics tools can track user behaviour, and providing feedback is crucial for establishing SM credible customer relationship Management Avenue. Socialization motivation, exclusive deals, and timely responses can boost customer confidence and online purchases. Future researchers should undertake test experimental designs to measure social media marketing’s impact on customer response and satisfaction, explore consumer perceptions of information overload, analyze longitudinal studies, examine moderator roles, and improve SMM efforts.

The authors declare no conflict of interest.

Not applicable

The datasets used in this study are openly available at [repository link] and the source code is available on GitHub at [GitHub link].

This work did not receive any external funding.