The Impact of Social Media on Consumer Satisfaction: The Role of Usage Frequency, Brand Image, Brand Identification, and Content Quality

In recent years, consumers have widely utilised social media to be particularly involved with interested brands via online platforms, share their opinions, and easily explore brand-related information. Hence, this study examined the impacts of social media, from the perspectives of usage frequency, brand image, brand identity, and brand content, on consumer satisfaction in China based on social identity theory and attachment theory. The research applied a quantitative method via an online questionnaire, and 302 valid responses were received. After the data was collected and a research model was built, multiple regression analysis was utilised to analyse the data and prove the hypothesis. As such, the findings showed that brand content quality significantly positively affected consumer satisfaction, while usage frequency, brand image, and brand identity had insignificant relationships to consumer satisfaction. The study's results contributed to the existing related literature by further analysing the impacts of usage frequency on consumer satisfaction and aiming to provide marketers with feasible strategies to help improve consumer satisfaction.