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

Ardy Wibowo, Shih-Chih Chen, Uraiporn Wiangin, Yin Ma and Athapol Ruangkanjanases
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Ardy Wibowo: Department of Information Management, College of Management, National Kaohsiung University of Science and Technology, Kaohsiung 824005, Taiwan
Shih-Chih Chen: Department of Information Management, College of Management, National Kaohsiung University of Science and Technology, Kaohsiung 824005, Taiwan
Uraiporn Wiangin: Tansetee Charoen Mankhongkit Company, Ltd., Bangkok 10150, Thailand
Yin Ma: School of Philosophy and Sociology, Lanzhou University, Lanzhou 730030, China
Athapol Ruangkanjanases: Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand

Sustainability, 2020, vol. 13, issue 1, 1-18

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.

Keywords: social media; social media marketing activity; customer experience; relationship quality; customer behaviors (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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