Social Media Marketing Effects Understanding the Interplay of Social Identification and Satisfaction

Abstract

This study aimed to evaluate the impact of social media marketing activities (SMMA) on customer response and satisfaction in the digital age. A systematic review methodology was employed, examining 42 articles published between 2017 and 2023 on SMMA, customer intentions, and satisfaction based on specific inclusion and exclusion criteria. Data collection involved a systematic strategy, with data sourced from databases such as Emerald, Google Scholar, ResearchGate, Wiley Online Library, and Taylor and Francis. The collected data were analyzed using content analysis. The study's findings were derived using a thematic approach, which involved extracting data from existing literature, classifying similar themes and findings, and drawing conclusions. The review revealed that SMMA activities related to commercialization, entertainment, and promotions have the most significant impact on customer trust and loyalty. Additionally, social SMMA influences brand loyalty and brand awareness. SMMA helps sellers motivate consumers through social, reward, and empowerment incentives, positively affecting customer behaviors such as purchase intention, loyalty intention, and participation intention. The review recommends that businesses should leverage the impact of social media on customer purchasing decisions by encouraging engagement, enhancing product quality, offering fair prices, and focusing on effective social media content.