Customer Satisfaction in Social Media Marketing: An Analysis of Influencing Factors and Educational Differences

Abstract

This study investigates customer satisfaction in social media marketing by examining the key factors that influence consumer perception and engagement. In the contemporary digital landscape, social media platforms such as Instagram play a significant role in shaping purchasing behavior, particularly among younger consumers. This study is based on primary data collected from 148 respondents. The key variables analyzed included visual appeal, influencer promotions, discounts, and video-based content, which are considered critical determinants of marketing effectiveness. Furthermore, this study evaluates whether customer satisfaction varies across different educational qualification groups using Analysis of Variance (ANOVA). The findings reveal that while these factors significantly influence customer satisfaction, there is no statistically significant difference across educational levels, indicating the consistent impact of social media marketing strategies on diverse consumer groups.