The Role of Sustainable Social Media Marketing Activities in Raising Bottom‐of‐the‐Pyramid Customers' Engagement, Satisfaction, and Subjective Well‐Being

ABSTRACT Though prior studies have explored the effects of firms' social media marketing activities on customer engagement, the dynamics characterizing this association in bottom‐of‐the‐pyramid (BoP) markets remain tenuous, exposing a critical gap. Addressing this gap, we develop and test a model assessing (a) the effects of firms' sustainable social media marketing activities (SSMMAs) on BoP customers' engagement, satisfaction, and subjective well‐being, and (b) the moderating role of environmental consciousness and customer empowerment. A self‐administered survey with 414 BoP customers was conducted, with the data being analyzed using partial least squares structural equation modeling (PLS‐SEM). The results reveal that SSMMAs drive BoP customers' engagement and satisfaction, impacting their subjective well‐being. The findings also confirm the mediating role of customer satisfaction and engagement in the association of SSMMAs and subjective well‐being. Finally, the results indicate that while perceived environmental consciousness moderates the association of SSMMAs and BoP customer satisfaction, empowerment moderates the relationship between satisfaction and subjective well‐being. By exploring the effects of firm‐based SSMMAs on customers' engagement, satisfaction, and well‐being, this research adds to the literature on social media marketing activities by focusing on sustainable social media communications at the BoP, raising pertinent implications.