THE EFFECTIVENESS OF SOCIAL MEDIA AND CONTENT MARKETING STRATEGIES FOR ENHANCING CUSTOMER SATISFACTION AND LOYALTY IN E-COMMERCE
DOI:
https://doi.org/10.1234/jumder.v1i4.51Keywords:
Social Media Marketing, Content Marketing, Customer Satisfaction, Customer Loyalty, E-commerceAbstract
The systematic literature review on the effectiveness of social media marketing and content marketing in influencing customer satisfaction and loyalty in the e-commerce industry reveals a multifaceted relationship between these marketing strategies and consumer behavior. This synthesis draws from various studies that highlight the mechanisms through which social media and content marketing impact customer satisfaction and loyalty. In examining the effectiveness of social media marketing and content marketing on e-commerce customer satisfaction and loyalty, key insights emerge regarding the roles of electronic word-of-mouth (eWOM), customer relationship management (CRM), and brand development. These elements are critical in shaping consumer perceptions and driving engagement in the digital marketplace.
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