The effect of social media marketing and perceived customer value on customer satisfaction with the mediating role of brand image and advertising costs in the hotel and maritime tourism services industry

The customer is a key factor for the success of various manufacturing and service organizations and companies. Therefore, organizations are always looking for ways to satisfy customers so that they can establish long-term relationships with customers and ultimately improve their profitability. Therefore, this article examines the effect of social media marketing and perceived customer value on customer satisfaction with the mediating role of brand image and advertising costs in the hotel industry.

This research is practical in terms of purpose and quantitative in terms of data collection method. PLS and SPSS software were used for analysis. Therefore, in order to evaluate the reliability of the research measurement model, factor load coefficients, Cronbach's alpha coefficients and combined reliability, convergent validity and divergent validity were used.

Research findings show that social media marketing and customer perceived value have a significant effect on customer satisfaction. The effect of social media marketing and customer perceived value was also confirmed through the mediating role of brand image variables and advertising costs on the final dependent variable of customer satisfaction.

In the present study, it can be concluded that using social media marketing and having a good understanding of the customer can increase customer satisfaction and also using the right brand image strategy and reducing advertising costs can help this issue.