Title: A study on the influence of social media marketing activities on customer satisfaction mediated by perceived value in the e-commerce industry

Authors: Rashi Banerji; Animesh Singh

Addresses: Department of Management and Commerce, Manav Rachna University, Faridabad, Haryana, India ' Department of Management and Commerce, Manav Rachna University, Faridabad, Haryana, India

Abstract: Technology evolution has provided innovative ways for companies to satisfy their customers and gain a competitive advantage. Social media marketing activities (SMMAs) need to be taken into account while designing strategies. This study investigates the influence of SMMA (entertainment, interaction, trendiness, customisation, and word of mouth) on customer satisfaction via the mediation effect of perceived value (playfulness, aesthetics, control and service excellence). A structured questionnaire was distributed through mails/WhatsApp/social media platforms to 487 social media users. The findings suggest that SMMA significantly influences perceived value which affects customer satisfaction. E-commerce companies must make social media marketing strategies such as convenient and user-friendly ways of interaction that influence the perceived value of social media users and result in customer satisfaction. The study is unique in terms of its emphasis on the mediating role of perceived value on the relationship between social media marketing activities and customer satisfaction.

Keywords: social media marketing; customer satisfaction; perceived value; mediation; India.

DOI: 10.1504/IJEMR.2024.139379

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.4, pp.415 - 430

Received: 14 Jan 2022
Accepted: 23 Jun 2022
Published online: 02 Jul 2024 *

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