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

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Randomized trial shows SMMA and CX impact customer behavior in enterprises, indicating the need for effective marketing strategies.

This research aims to explore how social media marketing activity and customer experience affect customer behavior.
Measured customer relationships through online surveys (N=413)
Analyzed data using SmartPLS 3 for statistical significance
Focused on the relationship between SMMA, CX, and customer behavioral outcomes
SMMA significantly influences customer relationship quality (p<0.05)
CX positively impacts customer behavior outcomes including purchase intention and loyalty
Enhancing customer relationships through effective SMMA and CX leads to better enterprise performance

Wibowo et al. (2020) studied this question.

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