Social Media Marketing: The New Paradigm for Sustainable Customer Satisfaction in Developing Economies

Abstract

This study focuses on social media marketing: the new paradigm for sustainable customer satisfaction in developing economies. Specifically, the study examined the effect of vividness of social media and accessibility of social media on customer satisfaction. Survey research design approach was adopted and the unit of analysis comprises of undergraduate students across faculties in the federal polytechnic, Ado-Ekiti. Yamani formula was used to determine the sample size while stratified random sampling techniques was used to select 395 sample. Simple linear regression with the aid of SPSS version 20.00 was used for data analysis. The findings indicate that the two (2) proxies of social media marketing (vividness and accessibility) both have positive and significant relationship with customer satisfaction. It was recommended that manufacturers in emerging/ developing economies should design attractive and appealing website that can clearly showcase their products and enhance unrestricted access to boost customers’ demand and create satisfaction.