Social Media Marketing and its Impediments on Customer’s Post Purchase Behaviour
DOI:
https://doi.org/10.47067/ramss.v8i1.471Keywords:
Social media management, post-purchase behavior, Customer engagement, Social media content, Customer satisfactionAbstract
This study examines the impact of social media advertising on customer post-purchase behavior, highlighting both its blessings and impediments. Using a quantitative research approach, records turned into amassed from a pattern of a hundred respondents to investigate the relationship between social media marketing techniques and publish-buy delight, loyalty, and purchaser believe. The examine hired SmartPLS for records analysis, permitting a strong exam of structural relationships and latent variables. The findings display that whilst social media advertising and marketing extensively impacts purchaser engagement and logo perception, it also contributes to submit-buy dissonance whilst expectations aren't met. Excessive promotional content, influencer endorsements, and centred classified ads often result in impulsive buying behaviour, which may also later result in remorse and dissatisfaction. Moreover, concerns associated with statistics privacy and facts overload in addition complicate the put up-purchase enjoy. The study shows that companies have to undertake moral marketing practices and enhance transparency, and awareness on personalised purchaser interactions to mitigate those negative results. These insights offer practical implications for entrepreneurs and business strategists aiming to optimize social media advertising for a wonderful consumer enjoy. Future research can explore larger pattern sizes and comparative analyses across industries to validate these findings similarly. This study contributes to the growing frame of literature on virtual advertising, offering actionable tips for enhancing the effectiveness of social media advertising and marketing techniques at the same time as minimizing its drawbacks.
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