An Empirical Study to Investigate the Impact of Social Media Marketing on Sustainable Food Consumption with The Mediating Effect of Customer Satisfaction in An Emerging Economy

Abstract

The purpose of this research is to examine the effect of social media marketing on sustainable food consumption in the food industry of Pakistan with an emphasis on the moderating effect of customer satisfaction. The results of this study also show that social media marketing increases customer satisfaction which increase the levels of sustainable consumption. A cross-sectional study in which 300 participants were included responded to the questionnaire and the data was analyzed by SPSS and Smart PLS 3. 0 for mediation testing. Findings supportive of SM marketing show that is not only directly linked to sustainability but also indirectly through the enhancement of customer satisfaction. These findings provide significant implications for the food industry businesses to understand the role of social media strategies in enhancing customer loyalty and sustain the business in the long run.