THE IMPACT OF SOCIAL MEDIA MARKETING AND CONSUMER SATISFACTION IN KOZHIKODE DISTRICT, KERALA

Abstract

Purpose – Today, Social Media plays a vital role in satisfying consumers’ needs. In order to succeed in the field of social media marketing, an organization must learn the fundamental strategies and methods of influencing social media as a powerful weapon. This article is designed to take a look at the outcomes of Social Media Marketing (SMM) activities on consumer satisfaction in social media in Kozhikode district, Kerala.

Design/Methodology/Approach – The random sampling method was used to pick the sample because it is well-suited for exploratory research. The relationship was assessed by distributing a questionnaire and collecting empirical data from investors about their perceptions of these biases via self-administered questionnaires to empirically test the effects of social media marketing activities, this study conducted an online survey on 139 social media users for data analysis. This article used analysis of the demographic factors, chi-square, and descriptive techniques to examine the data in SPSS.26.

Findings - The research concentrated only on the impact level of Social Media Marketing and consumer satisfaction. The majority of consumers are familiar with internet purchasing. The use of social media marketing tools aids in boosting employment rates as well. The majority of consumers buy the product in accordance with reviews.

Research implications – Social media platforms have an impact on the consumers' decisions to buy products both online and offline and their satisfaction with them. Social media marketing was categorized in this study as interactions and content sharing. The social media marketing crew operates on behalf of the consumers. Social media marketing is the best way for satisfying consumers in the modern digital business world, as it provides high-quality content, a strong sense of brand identity, and accessible information. Additionally, the use of social media marketing tools aids in boosting employment rates and buying products in accordance with reviews.

Originality/value - The results showed that social media marketing greatly impacts customer satisfaction. As a result, the social media marketing business is prepared to equip your entire organization to focus, engage, understand, and respond directly through conversation and, by extension, in the design of goods and services in a way that no longer only pleases consumers but also motivates them to share their satisfaction with others. Social media marketing is the use of social media channels to promote a company and its products and is a subset of traditional Web-based promotion strategies

Keywords: Social Media, Social Media Marketing, consumer satisfaction, brand identity