The Dynamics of Social Media Marketing Content and Customer Retention

Abstract

Social media platforms are the key tools to facilitate online engagement; however, to stimulate a discussion, the content published on the platforms is significant as it must appeal to different consumers. The quality of the content and platform type is key to successful engagement. Maintaining positive relationships with consumers is a vital activity for many brands in social media. Trust, satisfaction, fairness, and mutual dependency are key factors to retaining customers. Moreover, positive brand attitudes and higher purchase intentions were found to be linked to positive evaluations of companies' social media postings. To maintain value, firms use social media platforms that facilitate consumer-to-consumer as well as consumer-to-business engagement. Drawing from social influence theory, this chapter explores how social media marketing content (SMMC) impacts customer retention.