The Impact of Social Media Marketing on Customer Satisfaction through Brand Image (Field Study based on Customers of Jordan Telecommunication Companies, Applied on the Students of the Private Universities that Located in AmmanJordan) أثر التسويق بإستخدام وسائل التواصل الإجتماعي على رضا الزبائن من خلال صورة العلامة التجارية (دراسة ميدانية على زبائن شركات الإتصالات الأردنية، مطبقة على طلاب الجامعات الخاصة في عمان-الأردن)

محمد, الشريف أحمد (2017) The Impact of Social Media Marketing on Customer Satisfaction through Brand Image (Field Study based on Customers of Jordan Telecommunication Companies, Applied on the Students of the Private Universities that Located in AmmanJordan) أثر التسويق بإستخدام وسائل التواصل الإجتماعي على رضا الزبائن من خلال صورة العلامة التجارية (دراسة ميدانية على زبائن شركات الإتصالات الأردنية، مطبقة على طلاب الجامعات الخاصة في عمان-الأردن). Masters thesis, جامعة الشرق الاوسط.

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Abstract

This research aims to investigate the Impact of The Impact of Social Media Marketing on Customer Satisfaction through Brand Image. That's where the population of the study includes three private universities that located in Amman-Jordan, (384) questionnaires distributed as a sample of the study, only (241) questionnaires returned (36) questionnaires were eliminated due to missing data, (23) questioners were eliminated due to non-realistic filling of survey, thus resulting in (182) questionnaires being valid for further analysis. The researcher used the descriptive study method; the data collected from the responses of the study questionnaire was used through Statistical Package for Social Sciences (SPSS) & Amos for analysis and conclusions. The study explored a number of important and significant results can be summarizing as follows: This study obtained the evaluation of brand identity development in the Jordanian food and beverage enterprises through four main dimensions (Brand image, brand elements, brand strategy and brand reputation). The study showed a median VIII level of importance of brand identity development in Jordanian enterprises with all dimensions discussed earlier in this study. Based on study results and conclusions, the following recommendations are suggested: Jordanian telecommunication companies recommended translating their vision into policies and procedures in order to enhance their impact on their operation competitive capabilities, and there should be a clear and shared understanding of social media marketing development. Keywords: Social media marketing, Brand image, Customer satisfaction.

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