The role of Social Media, Advertising and Viral Marketing on Customer Satisfaction

  • Anam Bhatti, Dr. Shafique-Ur-Rehman, Hamza Akram, Musarat Shaheen

Abstract

Social media, advertising and other elements of marketing has changed the interaction of consumers
and buyers. Through the value creation perspective, we practice mediation impact of consumer
purchase intention on customer satisfaction. We practice empirically assessment by structural equation
model. We test the relationships among social media, advertising, viral marketing consumer purchase
intention and customer satisfaction and found that consumer purchase intention enhance the customer
satisfaction. Finding of the study reveals that social media, advertising, viral marketing play a vital
role in customer satisfaction but consumer purchase intention enhance the customer satisfaction rather
than direct elements. Sample size of the is 550 and data collected by using convenience sampling. In
this study Smart PLS used for analysis to meet the objectives of the research.

Published
2020-04-13
How to Cite
Anam Bhatti, Dr. Shafique-Ur-Rehman, Hamza Akram, Musarat Shaheen. (2020). The role of Social Media, Advertising and Viral Marketing on Customer Satisfaction. International Journal of Advanced Science and Technology, 29(8s), 2817-2826. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/16159