Impact of Social Media Marketing Activities: the Meditation of Social Identification and Satisfaction

Abstract

The effects of social media marketing engagement, Consumer satisfaction and the moderating role of social identification Marketspace membrane, An exploratory study of the direct-to-consumer digital marketing strategy A survey method has been used with 500 participants of social media, and the data have been analyzed with the help of quantitative analysis as well as qualitative analysis of the survey data set. The data on the marketing activity exposure has been moderate and ranged from 1. 40 to 6. 60 with a mean score of 3. 68 while social identification ranged from 1. 30 to 5. 80 with a mean of 4. 02 and Satisfaction with a range of 1. 30 to 6. 60 with a mean score of 3. 95. Statistical regression analysis showed that the parsed variable of satisfaction has been positively associated with marketing activities, (β = 0. 432, p < 0. 001). Additionally, the mediation test in which the stepped model of SEM has been used also confirmed the hypothesized mediating role of social identification in the relationship between exposure to marketing and satisfaction (Standardized indirect effect = 0. 256, SE = 0. 02; p < 0. 001). Key findings of nature also included a call for relevance and relevance of posts when it comes to generating relevant reactions and shares among the customers. In sum, the research investigates the essential role of social identification in the entire process of how social media marketing activities enhance or reduce customer satisfaction.