Customer Perception of Social Media Marketing: A Reliability Analysis in Banking Services

Abstract

The study examines the effect of “Social Media Factors (SMF), Electronic Word-of-Mouth (EWM), and Informational Content (INF)” on customer perception and examines the effect of customer perception on behavioral intention and customer satisfaction (CS) in the digital banking sector. The objective of this study is to examine the effect of digital engagement factors on customers’ cognitive appraisals and long-term behavioral intentions. The study adopts a quantitative research methodology. The data is collected using a structured questionnaire with pre-designed scales. The study adopts statistical analysis, such as reliability analysis and structural equation modeling (SEM), to examine the hypotheses and to examine the mediating role of customer perception. The findings of this study indicate that SMF, EWM, and INF significantly affect customer perception, which has a positive effect on behavioral intention and CS. Customer perception is found to be a significant mediating variable that reinforces the effect of digital engagement factors on satisfaction outcomes. The implications of this study indicate that banks should focus on digital communication, online reviews, and social media engagement to enhance digital perception of usefulness and trust. Digital perception management is identified as a key driver of sustainable CS and long-term competitive advantage in the banking sector.