social media marketing activities marketing efforts on social media and their impacts on gen zs customer satisfaction

The results show that response time,response language, and regular posting all affect the satisfaction of all customers.Therefore, businesses should spend a lot of time responding to cus

FACULTY OF INTERNATIONAL EDUCATION

Social Media Marketing ActivitiesMarketing efforts on social media and their impacts on Gen Z’s customer satisfaction

Group number: 3Authors:

Tran Ngoc Khanh Doan- 21NT13292Nguyen Hoang Kim Ngan- 21NT132102

Nguyen ThanhDat- 21NT15920Tran Gia Han- 21BF40408LuuNhaLinh- 21AF40433

Instructor: Truong ThiHoa, M.A.

Ho Chi Minh, June 15 , 2022th

As society evolves, so does social media Realizing their effective marketingpotential, companies and businesses have used and turned the media into a supportingtool in building long-term, sustainable relationships with customers The role of socialmedia is successful when we see enhanced customer satisfaction Therefore, weconducted research, to be able to examine the activities and role of media in people'slives Those marketing activities are divided into three parts including response time,response language and regular posting The data is collected through surveyquestionnaires, which is a quantitative method because many opinions can be collectedfrom the participants (70 respondents) This helped to produce a solid outcome, theparticipants representing the entire population The results show that response time,response language, and regular posting all affect the satisfaction of all customers.Therefore, businesses should spend a lot of time responding to customers, postingregularly so that customers can see what products they offer to improve customersatisfaction They all see them playing a very important role in building long-termrelationships with customers.

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First of all, our team would like to thank Ms Hoa for her guidance and partialcorrection in the research Moreover, thanks for her advice which helped us to make ourresearch better

We would also like to thank those who participated in the survey, sharing theirpersonal opinions to help us investigate the study.

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2.3 From a conceptual standpoint, as well as the effects of Reply Language, Reply

4.1 Descriptive analysis for demographic factors 74.2 Analysis for Response time, Response Language, and Regular Posting 10

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1 INTRODUCTION

Companies and enterprises are increasingly using social media as a marketingplatform to build consumer loyalty, acquire new customers, and retain existingones.SocialMediaMarketing plays a very important role in maintaining and renewing therelationship between businesses and customers Besides, it also helps to develop thecompany as well as attract more customers, increasing customer satisfaction.

According to Anjum et al (2012), social media marketing is a beneficial tool forcorporations or enterprises who want to acquire and retain new customers Similarly,4Elena (2016) discovered that social media activities improve customer relationshipmanagement while also fostering new relationships by facilitating online dialogue orexchange between businesses and customers Mehrabi et al (2014) investigated thatcommunication marketing is important in developing customer relationships Suchlinkages have an impact on brand image and, as a result, brand loyalty.

To improve relationships with customers, marketers should focus on making term and profitable investments through Social Media Marketing Aside from that, thereare few or no studies that look into the effects of social media marketing activities onconsumer satisfaction Currently, there are no studies that examine the impact ofmarketing communications, such as timing, response language, and posting Thisresearch aims to improve marketing and increase customer satisfaction This research willsolve the missing issue such as providing, giving advice to marketers Furthermore,investigating the impact of social media marketing activities on customer satisfactionwould allow businesses to better understand how their procedures affect their customers.The results of the research paper will help businesses solve marketing problems to wincustomer satisfaction Organizations can also spot the flaws in their social mediamarketing They can have a better understanding of their clients' perceptions and devise astrategy for using social media marketing activities to advertise and sell their businesses.

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2 LITERATURE REVIEW

Businesses that use social networking tools and platforms to communicate withcustomers and provide, service, and product are called marketing communications.Thereby, marketers are allowed to promote and sell products to buyers Social media isused by businesses to convey their existence as well as to advertise and sell their productsand services (Jacobson, Gruzd, & Hernández-Garca, 2019) It is used by the public sectorto convey information with potential customers and engage them in dialogue (Gruzd etal., 2018).

Brands, goods, and customers are all connected through social media Marketersutilize them to boost traffic to their websites or enhance revenues Facebook, Instagram,Youtube, and a variety of other social media platforms are examples of sites where usersmay connect with one another and with brands Through the corporate website and socialmedia platforms, online communities and online advertising are efficient in increasingbrand loyalty and product purchase intention (BaminiK.P.D.Balakrishnan,MohdIrwanDahnil, & Wong JiunnYi, 2014) The most prominent social media site isFacebook, which allows users to create accounts and engage with one another via anumber of ways (Kyule, 2017).

Customer satisfaction is understood by many edges However, in a customersatisfaction study, a person who experienced positively (Yang, Chen, Shen, 2017)'.Customer satisfaction, on the other hand, is defined as "the customer's view as both aresult of knowingly or unknowingly connecting his realities with his objectives".

Time, and Frequent Posts

Regular posting, is how businesses communicate with customers by informing themabout the presence of their organization, goods, and services This helps customers keepabreast of the latest products, brands or services and discounts… and it also improvescustomer satisfaction Part two, response time is concerned with how a company engageswith customer inquiries and requests posted on social media platforms Customers tend tobe satisfied with quick responses and vice versa Finally, responsive language impliesrelevance and can attract or repel customers, which is an important determinant of how acompany aligns with its stakeholders Using positive feedback will improve customersatisfaction, but using poor feedback will negatively affect customer satisfaction.Thereby, we find that these business posts at least 10 posts a week, this will increase

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engagement between businesses and customers increases, making it easier for customersto access and evaluate the company's products Following it is the feedback language andresponse time will be more carefully noticed by businesses, quick and positive replieswill help boost customer satisfaction.

In this research, three aforementioned factors are determined to have direct influenceon customer satisfaction, whose hypotheses are as follows:

(1) Response time will have positive influence on customer satisfaction.(2) Response language will have positive influence on customer satisfaction.(3) Regular posting will have positive influence on customer satisfaction.

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3 METHODOLOGY

Through the research question, the purpose of the group is to study the factorsaffecting customer satisfaction, specifically the Z gene,and more specifically students.The key reason for selecting students is that the majority of them are members of, whoare readily available and would provide a good sample for the current study Furthermore,most products are simply trying to use social media for marketing their products andattract prospective buyers, with the target of good perspective the effectiveness of socialmedia activities, like those of the companies, throughout satisfying the customers,continuity of business customers, or addition of new prospective people through socialmedia.Students who are studying in the first year at the international training departmentof Technology and Education University, will make up the study's target demographic.Besides, we choose the first-year students of the national training department Becausethose students often have access to social networking sites and social marketing a lot

For this topic, our group chose the non-probability sampling method because it issuitable for our narrowed research scope In the method of non-probability sampling(non-probability sampling) there are also 3 sampling methods (1) Purposive sampling -sampling based on the characteristics of the subject in accordance with the researchobjectives; (2) Convenience sampling – select any subjects who are willing to conductthe survey within the scope of their choice; and (3) Snowball sampling – sampling fromsubjects introduced by previously surveyed subjects My group will use sample size 2 asa convenience sample since it is accessible, has a close geographical intimacy, is readilyavailable at any time, and includes the agreement to engage in certain research projects inorder to achieve the research study's goal.

The selection of the study population and the determination of sample size areimportant ingredients of research success Students will make up the study population Asample of 100 persons will be enrolled in the study The data for this research was gainedusing a data collection instruments An online questionnaire was used to collect primarydata on the influence of social media marketing operations on client satisfaction.

From May 31 to June 4, our team will take a study of University of Technology andEducation students by sending a Google form to students via Facebook groups orclassmates The confined questionnaire survey was inspired by the study questions Thisstudy's set of questions will be separated into two parts.

Part 1 consists of a survey of background and demographic information of studyparticipants The first item is gender We surveyed gender groups to find out thedifference in perception of the influence of social media marketing on customersatisfaction between two main gender groups: male and female The second item is thetime spent on Social Network aiming to know how often students use and access social

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networks The third item is the student's monthly allowances and income because eachbusiness's social media marketing activities are aimed at different income groups.Another item isthe favorable type of social media to know which social networking sitesare the most popular with students Finally, the frequency of using social media wassurveyed to know the amount of time each student spent on.

Table 3.1 A summary of part 1 of the questionnaire

2 How many hours a day do youspend on social media?

To know how oftenstudentsuse andaccess social networks3 Income and allowance

Each marketing activities are aimed atdifferent income and allowance groups4 Which social media network are

you most active on?

To know which social networking sitesare the most popular with students5 How much time do you spend on

are you satisfied with recently?

To know which factors make costumerthe most satisfied.

Part 2 (Table 3.2) consists of Likert scale questionnaire In this part, we used thelikert scale for each question with five levels and the first and last two sentences showtwo opposite states The results of the questionnaire would be examined to see how socialmedia marketing activities like responsiveness, language, and regular social mediaaffecting customer satisfaction.

Table 3.2 A summary of part 2 of the questionnaire

1 How fast does the companyrespond to your request on social

response time?

3 To what level is the company’sresponse languageunderstandable to you?

To know how responselanguagesatisfied customer 4 To what level is the company’s

response language professionalto you?

5 In overall, how satisfied are youwith the company’s response

language?6 The amount of post on social

media of the company issufficient

Regular posting on social mediasatisfied costumer7 The amount of post on social

media of the company meets mydemand

8 In overall, how satisfied are youwith the regular posting onsocial media of the company?9 How satisfied are you with the

company’s social mediaactivities?

To summarize 10 Would you prefer to continue

connecting with the firm onsocial media experience andpersonal with the company'ssocial media activities?11 Would you suggest this to a

friend based on your socialmedia activity with thecompany's online activities?

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4.RESULTS AND DISCUSSION

Figure 4.1.1 Gender.

From the pie chart, it ccan be seen that the percentage of students at HCMUTEparticipating in social media marketing activities is 49% famal, and only 34% male Fromthere, it shows that female students tend to be more interested in social media marketingactivities than male students.

Figure 4.1.2 Level of monthly income

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Based on data from faculty members and Gen z colleagues on their monthly earnings.Monthly incomes of 1 million to 5 million vnd, which is comparable to a monthly incomeof less than 1 million dong, are the two most preferred income levels among students ofthis age, according to the report With 14 percent of the total, income under 5 millionVND came in second, while those without income came in last with 12 percent As eachmarketing effort targets different income and allowance categories, this pie chart depictsa student's current income.

Figure 4.1.3 Most used social media platform

International faculty students and Gen Z peers from the outside conducted thesurvey According to the report, tiktok has a 37 percent usage rate, making it the mostpopular and widely used social networking site at the present Facebook comes secondwith a 29 percent usage rate, followed by Instagram with 20 percent usage each, andYouTube with 14 percent That amply reflects the present trend among young people tosimultaneously consume a variety of short-form content.

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Figure 4.1.4 Hours spent on social media a day

Through the data table, we can see that the time of using social networks a day ofstudents at the university of technical education is less than 3 hours or over 5 hours, it isthe same (37%) and from about 3 hours hours to 5 hours is the least proportion (26%).Since then, we see that they spend a lot of time on social networks, which is one of thefactors that shows that businesses should use social networking sites to advertise theirproducts For the group of students who use social networks for less than 3 hours, forsome reasons such as busy studying, working or they are not interested in socialnetworks, we should have suitable marketing methods for them.

Figure 4.1.5 Satisfied social media activities

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