THE IMPACT OF SOCIAL MEDIA MARKETING ON CUSTOMER SATISFACTION: A STUDY AMONGST WORKING ADULTS IN MALAYSIA

This study provides vital information on the impact of social media marketing on customer satisfaction focusing on working adults in Malaysia. The three independent variables that have a direct impact on the dependent variable, customer satisfaction, are authentic information, captivating content and responsiveness of marketing tactics. The research had a sample size of 119 working adults, and convenience sampling was utilized. The instrument used to measure the construct was a Likert scale questionnaire. The result showed a good relationship between each of the independent variables with the consumer satisfaction of working adults, by using statistical analysis such as the Pearson Correlation analysis and ANOVA. The research concluded the notion that further study may be conducted on the area of interest, as it is seen to have a significant relationship with working adults.