IMPACT OF SOCIAL MEDIA ADVERTISING ON CONSUMER TRUST AND SATISFACTION

The current digital age has transformed the way consumers interact with service providers, especially in the education and research domain. Social media serves as a critical touchpoint in shaping customer perceptions of credibility, trust, and satisfaction. This study explores the relationship between social media credibility and its influence on client trust and satisfaction among clients. Additionally, the moderating role of education level is examined to understand how demographic differences may impact these relationships. Using primary data collected from 60 participants through a structured questionnaire and applying statistical tools such as Pearson correlation and ANOVA, the study reveals strong positive associations among the key variables. The results also highlight that education level significantly influences trust but has a limited effect on credibility and satisfaction. These findings have implications for service-based businesses that rely on digital communication to improve client engagement and retention.