أبحاث إقتصادية معاصرة
Volume 9, Numéro 1, Pages 242-252
2026-04-23
The Impact Of Social Media Marketing Dimensions On Customer Satisfaction: An Empirical Investigation
Authors : Guettoufi Yacine . Slimani Ibrahim .
Abstract
This study examines the relationship between five dimensions of social media marketing—interactivity, trendiness, customization, entertainment, and electronic word-of-mouth (eWOM)—and customer satisfaction within the digital marketing environment. The research seeks to understand how these dimensions collectively and individually influence customers’ perceptions and satisfaction levels. A quantitative approach was adopted using survey data collected from 422 respondents. Multiple regression analysis was conducted to assess the impact of the five dimensions on customer satisfaction. To ensure the validity and consistency of the measurement scales, reliability analysis was performed using Cronbach’s alpha, alongside descriptive statistical analysis. The findings indicate that all five dimensions significantly and positively affect customer satisfaction, explaining 53.3% of the variance (R² = 0.533; adjusted R² = 0.528). Among them, trendiness was identified as the most influential factor, followed by entertainment, customization, eWOM, and interactivity. All constructs demonstrated high reliability, with Cronbach’s alpha values exceeding 0.83. This study enriches the existing literature by providing empirical evidence of the multidimensional effects of social media marketing on customer satisfaction. It also offers practical insights for digital marketing professionals in optimizing resource allocation across various content strategies.
Keywords
Social Media Marketing, Customer Satisfaction, Interactivity, Trendiness, Customization, Entertainment, Electronic Word-of-Mouth (eWOM).
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