Social Media-Driven Content Marketing as a Catalyst for Customer Communication and Relationship Building: Empirical Insights

Abstract

The content is the king of competitive marketplace. The social media–driven content marketing has emerged as a strategic tool for enhancing customer communication and fostering long-term relationships in digitally mediated markets. The present empirical study examines the role of social media content marketing in shaping customer communication effectiveness and relationship-building outcomes, with specific attention to demographic influences. Primary data were collected from 285 online customers using a structured questionnaire administered on a five-point Likert scale. The study employed quantitative techniques, including descriptive analysis, Independent Samples t-test, and one-way ANOVA, to test hypotheses related to gender, age, and educational qualification. The findings reveal statistically significant differences in customer perceptions based on gender, indicating varied communication responses to social media content. Age groups between 20 and 45 years show significant variation in relationship-building effectiveness, highlighting generational differences in digital engagement. Educational qualification is also found to significantly influence customer engagement levels, with higher education associated with stronger interaction with branded content. The study empirically establishes that demographic factors moderate the effectiveness of social media–driven content marketing. The results offer valuable insights for marketers to design targeted, data-driven content strategies that strengthen customer communication and sustainable relationship development in competitive digital environments.