The Effects of Social Media Marketing on Trust and User Satisfaction

DOI

10.2991/978-2-494069-49-7_170How to use a DOI?

Keywords

Customize Social Media Marketing Activities; Trust; User Satisfaction; SMEs

Abstract

This study’s objective is to examine the relationship between social media marketing activities, user trust, and user satisfaction. Everyone in Palopo City is a leader or stakeholder in Micro, Small, and Medium-Sized Businesses (SMEs). This study’s sample was selected using a non-probability sampling technique based on the objective of the research, which was to examine Micro, Small, and Medium-Sized Enterprises (SMEs) via social media. Sample measurement took over 200 samples, with an error rate of about 5%. For hypothesis testing, this study employed a structural equation model using the Partial Least Squares (PLS-SEM) approach with the assistance of the software SmartPLS. The findings indicate a positive relationship between social media marketing activities and user satisfaction, with trust acting as a moderator. Furthermore, trust has a positive effect on user satisfaction. Practitioners and policymakers must be able to gain a better understanding of how social media can be used to support business activities. Practitioners must determine which social media platforms are of high quality, safe, simple to use, and affordable. Practitioners must also keep up to date on the advancement of digital information technology, particularly in developing countries. This study showed a more comprehensive model of social media, trust, and user satisfaction, as well as trust’s mediating role.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rahmad Solling Hamid
AU  - Salju
AU  - Indra Kusdarianto
AU  - Muhammad Ikbal
PY  - 2022
DA  - 2022/12/29
TI  - The Effects of Social Media Marketing on Trust and User Satisfaction
BT  - Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
PB  - Atlantis Press
SP  - 1015
EP  - 1020
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-49-7_170
DO  - 10.2991/978-2-494069-49-7_170
ID  - Hamid2022
ER  -