Abstract
In the digital era, social media has become an important platform for businesses to connect with customers, promote their brands, and build long-term loyalty. This study investigates the relationship between social media marketing strategies and customer satisfaction, with a specific focus on the mediating role of brand image in Kanchipuram city. A structured questionnaire was distributed to 200 respondents, including students, professionals, and homemakers who actively use social media. Data was analyzed using percentage analysis and Chi-square test to evaluate customer perceptions. The findings reveal that engaging content, frequent interaction, and trust in brand reputation significantly influence customer satisfaction. The study highlights that a strong brand image enhances the positive impact of social media marketing, leading to improved customer loyalty and retention.
social-media
References
1.Role of Brand Loyalty, Journal of Marketing. 65(April):81-93. 2. Jindal Journal of Business Research 6(2) 132-145, 2017. 3. Abdul Haseeb Tahir, Muhammad Adnan, Zobia Saeed Heliyon 10 (16) 2024. 4. International Journal of Operations & Production Management 37 (1), 105-123,2017. 5. International Journal of Bank Marketing 39 (7), 1353-1376, 2021. 6. Journal Research in Interactive Marketing 13 (3),302-330, 2019. 7. Kotler, P., Keller, K. L. (2016). Marketing Management. Pearson Education. 8. Mangold, W. G., Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion MX. Business Horizons. 9. Schiffman, L. G., Kanuka, L. L. (2010). Consumer Behavior. Pearson. 10. Journals & Articles from International Journal of Marketing and Technology. 11. Primary Data Collected from 200 Respondents in Kanchipuram City.
Author information
K.Vijayalakshmi
Assistant Professor, Department of Commerce, S.S.K.V. College of Arts and Science for Women, Kizhambi, Kanchipuram.