To study the impact of social and digital media marketing strategies on customer satisfaction, customer buying behavior, and consumer loyalty: A case study of OCADO.

The world is moving towards digitization; due to the current Covid19 pandemic, people started to purchase online more and avoided visiting physical stores. In this case, the online platforms encouraged consumers to interconnect with each other. Online grocery stores in the UK market are expanding due to the lockdown scenario. As the online buying trend increases, the industry is not investing more in social and digital marketing to promote their businesses and advertise their products more attractively. Digital marketing considers a low-cost marketing technique that helps the company to advertise themselves at a low cost. This research study aims to analyze the impact of social media marketing and digital marketing on customer satisfaction levels, customer buying decisions, and customer loyalty. The company selected for the research is OCADO, the online grocery store in the UK. This study has utilized a qualitative approach and used a structured method using in-depth interviews to collect the data. A total of twelve people were approached for the interviews who had an online shopping experience with OCADO. While conducting the research, the author concludes that digital marketing and social media marketing, if positively used, can change customer buying behavior, giving the company the chance to satisfy the customer and, as a resultant company enjoys customer loyalty.