The Influence of Social Marketing Drives on Customer Satisfaction via Demographic Variables as Moderating Factors

Rand H. Al-Dmour, Hani H. Al-Dmour and Eatedalameen Ahmadamin
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Rand H. Al-Dmour: The University of Jordan, Jordan
Hani H. Al-Dmour: The Univeristy of Jordan, Jordan
Eatedalameen Ahmadamin: The University of Jordan, Jordan

International Journal of E-Business Research (IJEBR), 2023, vol. 19, issue 1, 1-13

Abstract: The purpose of this study is to examine the effect of social media marketing tactics—such as advantageous campaigns, relevant content, popular content, and presence on multiple platforms—on customer satisfaction in travel and tourism offices in Jordan. The study also explores how demographic variables like age, sex, education, and income influence this relationship. The results confirmed that social media marketing drives are positively related to customer satisfaction. The findings showed that all the drives—advantageous campaigns, relevant content, popular content, and presence on multiple social media platforms—have a significant impact on customer satisfaction. The results also suggest that demographic variables like age, sex, education, and income moderate the relationship between social media marketing drives and customer satisfaction, implying that the effect of these drives on customer satisfaction may vary based on demographic factors.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:19:y:2023:i:1:p:1-13

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