THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON CUSTOMER BEHAVIOUR

In last few decades, people are more conscious about usage of social media. It has become one of the most important elements of individuals' routine life, and this makes it to be an essential requirement for companies. It has pushed companies to deal with social media activities to meet customers' needs. Existing literature on social media highlighted this importance in various fields; however, there are still limited studies considering on customers satisfaction and loyalty as consequences of social media marketing activities. This study tries to explain the importance of social media marketing activities in enhancing customer satisfaction and loyalty by reviewing the existing literature in this regard. Further, this study highlighted two aspects of loyalty named intention to return and positive word of mouth to give a better view about this dimension. That is, this study showed how social media marketing activities improve the company-customer relationships, and affect positively on customers behavioural intentions which are here customer satisfaction, positive word of mouth and intention to return. This study contributes to have deeper understanding about importance of social media marketing activities on customers' behavioural outcomes, and tries to clarify the main points in brief. In the end, research limitation and cues for further research have been pointed.