Beyond likes & clicks: Empowering role of social media marketing in value creation

Abstract

Social media is capturing the market in the modern era, when technology is permeating every aspect of life, to motivate marketers to appeal to diverse consumers. The rapid expansion of social media has brought about a substantial transformation in the communication system, giving rise to a distinct virtual realm. An assortment of social networking platforms are utilized for commercial purposes. Possible examples of such platforms are Google+, Facebook, LinkedIn, Twitter, and YouTube. This study aimed to ascertain the effect of various social media marketing platforms on post-purchase experience, customer value creation, purchase decision, and purchase perception. Utilizing quantitative methodology, the data collected via a questionnaire were compiled and analyzed. The respondents were sent a total of 183 questionnaires, of which 158 were utilized as the final sample for the study. The survey was constructed using a five-point Likert scale: strongly disagree = 1, neutral = 3, agree = 4, and strongly disagree = 5. The data were analyzed with the assistance of version SPSS 22 of the Statistical Package for the Social Sciences. The study’s findings indicate that social media marketing and consumer value creation are significantly related. The forthcoming focus is on equipping marketers with knowledge that substantiates the impact of social media marketing strategies on consumer value creation. Nevertheless, the fundamental objective of the research is to advance understanding of diverse facets pertaining to marketing via social media and its capacity to captivate and provide value to the customer base.