Exploring Customer Behavior in Response to Social Media Marketing: The Role of Social Media Strategies and Customer Experience

Social media marketing trends have increased with time because people intend to spend more time on digital platforms as compared to traditional ones. The study aimed to review the customer behavior as a result of Social Media Marketing by analyzing the use of Social Media Marketing Processes to enhance the Customer Experience. The study has applied a primary quantitative method using Google survey form with the help of 100 samples as respondents from the relevant field. The data has been collected with the help of Google survey however it has been analyzed with the support of PLS smart software. It has been revealed from the study that all three hypotheses have been proved and it is justified that customer experience can be modified with the help of social media marketing however there is a need to understand customer behavior and make sure that social media marketing processes can enhance the customer behavior only if which can justify the news of the customers. The study recommends that media marketing managers and brand ambassadors managers should explore the role of social media platforms by exploring social media marketing processes in moulding customer behavior and enhancing the customer experience positively.