Do Social Media Marketing Activities Enhance Customer Satisfaction and Co-Creation

Abstract

Manuscript type: Research paper
Research aims: The main objective of this research is to examine the role
of Social Media Marketing Activities (SMMA) in enhancing customer
satisfaction and co-creation of local brands from the Schematic Perspective
Theory. Specifically, this research aims to analyse the effect of SMMA on
brand awareness and brand image, and the impact of brand image on
customer satisfaction and customer co-creation.
Design/Methodology/Approach: This research was designed with
a survey method which involved 316 respondents, and the data was
analysed using partial least squares structural equation modeling, with
the WarpPLS 7.0 software.
Research findings: The findings indicated that the effect of SMMA is
positively significant on customer brand awareness and brand image. And
brand image, in turn, has a positively significant effect on satisfaction,
and satisfaction has an impact on customer co-creation. This research
also found that satisfaction has an important role in mediation, that also
stimulates customer co-creation.
Theoretical contribution/Originality: This study theoretically contributes
to the relationship between customer satisfaction and co-creation in the
context of SMMA, based on Schematic Perspective Theory and Social
Exchange Theory (SET). However, the research focus on SET on the effect
of customer satisfaction on customer co-creation is secondary.

Practitioner/Policy implications: The implication of this research is
very important for companies to design their own SMMA based on
interactivity and customisation attributes. Customer satisfaction is a
necessary condition for enhancing customer co-creation.
Research limitation/Implications: To enhance the understanding of the
complex relationship among the variables, we suggest examining the
effects of SMMA directly on customer satisfaction, and the possibility
of reciprocal relationship between customer satisfaction and customer
co-creation.