Social Media Marketing Activities and Customer Citizenship Behaviors: A Moderated Mediation Model of Brand Credibility and Customer Well-Being

Abstract

Purpose: In the high competitive environment of business, the war of attainment of competitive advantage is increasing day by day between the firms. Companies are now in search that how they can attract and retain the customer with devotion. By following the notion of theory of reason action, this study examine the indirect impact of brand credibility between social media marketing activities and customer citizenship behaviors. Furthermore, this study investigates the moderating role of customer well-being beween brand credibility and customer citizenship behaviors.

Methods: Present study data was collected using simple random sampling technique, from 435 participants of different section of society (i.e., government officials, private job holders and self-employed) from major cities of Punjab, Pakistan. Further, the data was analyzed using different statistical techniques and software. 

Findings: The results of this study revealed that brand credibility mediates the relatonship between social media marketing activities and customer citizenship behaviors. Further, the findings of this study shows that higher levels of customer well-being boost the customer citizenship behaviors with higher levels of brand credibility. Moreover, this study also states that customer well-being also moderates the indirect effect of social media marketing activities on customer citizenship behaviors via brand credibility. 

Originality: This study explains the importance of social media marketing activities for customer citizenship behaviors which indirectly influenced by the brand credibility. Further, this study reveals that customer at higher level of their well-being able to demonstrte citizenship behaviors with higher brand credibility. 

Implications: This findings of this study suggested that firms can attain competitive advantage and customer citizenship behaviors using social media marketing activities. Further, using the findings of this study companies attain the brand credibiltiy which may influence the cognitive level of the customers for their citizenship behaviors.

Keywords: Social Media Marketing Activities (SMMA), Brand Credibility (BC), Customer Well-Being (CW), Customer Citizenship Behavior (CCB), Theory of Reasoned Action (TRC)

JEL Classification: M1, M31, M310