Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience

TLDR

Social media, especially social networking sites, has become a key marketing tool that enables enterprises to communicate directly and build strong customer relationships. This study investigates how social media marketing activity and customer experience shape customer relationship quality and drive purchase, loyalty, and participation intentions. Data from 413 online questionnaires were analyzed with SmartPLS 3 to assess the effects of SMMA and CX on relationship quality and behavioral outcomes. SMMA and CX significantly enhance relationship quality, which in turn positively influences purchase, loyalty, and participation intentions, suggesting that aligning marketing content with these dimensions supports sustainable enterprise performance.

Abstract

Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer behavioral outcomes, which are purchase intention, loyalty intention, and participation intention. The 413 online questionnaire surveys were measured and analyzed using SmartPLS 3. The results show that SMMA and CX have a significant influence on the customer relationship quality, which also leads to a positive impact on customer behavioral outcomes. This research guides enterprises that SNS’s marketing content has to follow SMMA and CX dimensions to achieve the marketing objective and generate sustainable performance for enterprises.