A Study on the Effectiveness of Social Media Marketing in Digital Experience

Abstract

Social media marketing has proven to be one of the key tools that businesses use in establishing relationships with their customers, promoting their products and services and competing in today's highly digitalized environment. The sized businesses, having a well developed social media profile can prove crucial when it comes to the image and perception that customers have about a particular business. Imperative to learn which social media marketing factors affect digital experience the most in order to create long-lasting customer relations and ensure business growth. This paper concentrates on studying the relationship between social media marketing and customer digital experience in interior design and landscaping, an industry related to real estate. Specifically, this research aims at analysing how content quality, personalization, consistency, social media advertising, customer engagement and brand awareness influence the digital experience of both customers and staff of businesses in this sector. Descriptive research method was used in this case to find out which factors affect digital experience outcomes the most. Primary data was collected with the help of a structured Likert-scale questionnaire distributed among customers and staff of businesses while secondary data was collected from academic articles, business journals and previous research. The goal of this research is to identify main social media marketing factors that affect digital experience and the importance of knowledge-based digital marketing for competitive industries.