THE ROLE OF SOCIAL MEDIA INFLUENCE ON THE MARKETING ...

Academy of Entrepreneurship Journal Volume 27, Special Issue 5, 2021

1 Entrepreneurship and Economics 1528-2686-27-S5-50

THE ROLE OF SOCIAL MEDIA INFLUENCE ON THE

MARKETING PERFORMANCE: MODERATING ROLE

OF CUSTOMER SATISFACTION

Mohammed T. Nuseir, College of Business, Al Ain University, Abu Dhabi

Campus

Ghaleb A. El Refae, College of Business, Al Ain University, Al Ain Campus

ABSTRACT

Currently, Social media has played a significant role to fulfill the customers’ demand and

enhance the marketing performance of the organization and attained the focus of recent studies

and regulators. Thus, the present study investigates the impact of social media strategies, social

media analysts, and active presence on social media on the social media performance and social

media performance impact of marketing performance of the electronic industry in UAE. This

study also examines the mediating role of social media performance among the nexus of social

media strategies, social media analysts, active presence on social media and marketing

performance, and the moderating role of customer satisfaction among the relationships of social

media and marketing performance. The questionnaires have been used to gather the data, and

smart-PLS has been used to analyze the data. The results revealed that social media strategies

and active presence on social media have a positive association with social media performance

and social media performance has a positive association with marketing performance. The

outcomes also indicated that social media performance positively mediates among the nexus of

social media strategies, social media analysts, active presence on social media, and social media

performance, and the customer satisfaction significantly moderates among the nexus of social

media performance and marketing performance. This study helped the regulation-making

authorities and guided them to enhance their focus towards social media that could enhance the

marketing performance.

Keywords: Social Media Strategies, Social Media Analysts, Social Media Performance,

Marketing Performance, Customer Satisfaction

INTRODUCTION

The success of a business organization is dependent on the marketing of its products and

services. The basic purpose of any business organization is to earn profits, which is possible

when the products produced or bought from organizations are sold successfully. Whereas if the

organizations which fail to market their products or services cannot compete against the rival

business organizations in the highly competitive emerging market, even it’s difficult for them to

survive if the marketing level goes far down (Aljumah et al., 2021; Hanssens & Pauwels,

2016).Whether the goods produced or acquired or services are of good quality and up-to-the

requirements of modern market trends (Nawaz, Hussain, Riaz & Ahmad, 2019), if they are not

sold properly in the market, business goals cannot be achieved. All the business organizations are

taking such initiatives, which help them to raise the marketing level of their products and

services. These initiatives include not only making products and products high quality and



innovative according to the requirements of the modern market and the customers’ preferences

but also include advertising the products and services, to inform the general public about their

features, to raise the audience by crossing the country’s border, clears the ways of delivery, and

to improve customer services. With some great care and taking some necessary steps, the

marketing performance of a business organization can be improved, and thereby, the success of

the organization can be assured (Groening, Sarkis & Zhu, 2018).

In the modern age, social media has become a popular and effective way of marketing

goods and services at a grand level (Hanaysha, 2021). All the brands and even many of the

smaller companies have turned to different social media platforms to raise marketing for their

products and services. The research by Yahia, Al-Neama, and Kerbache (2018) has proved that

social is playing a significant role in raising the marketing level of different business

organizations, and it provides a significant way to the success of a product. The scope of online

marketing and buying has increased with the expansion of social media. Social media are

interactive digitally mediated technologies that are helpful in the developing and sharing of

ideas, business interests, information, and all the other forms of expression through virtual

networks and communities. The users of business organizations access social media services

through web-based apps on desktops or download services that give the facility of social media

functionality on mobile devices like laptops, tablets, and smart phones. These organizations

develop highly interactive platforms through which the organizations can share, recreate,

participate, discuss, and modify the content posted online (Lin, Li & Wang, 2017). The

increasing trend in the e-commerce sale of UAE has been mentioned in Figure 1.

FIGURE 1

E-COMMERCE SALE OF UAE (2013 TO 2018)

The marketing performance of the organizations using social media as the way of

marketing is dependent on the performance of their social media platforms. The performance of

social media plate-forms like websites or pages etc. is measured by different metrics. Some of

the most common and significant metrics are the engagement of customers (likes, shares,



comments, and clicks), impressions and reach (customers' awareness), the share of voice

(volume and sentiments), ROI (Referrals and conversions), and customer care (response rate &

time). The companies having high social performance enjoy the high marketing level of their

products and services (Nuseir et al., 2021; Tafesse & Wien, 2018). Because of the increasing

importance of social media in the business world, especially in the marketing of products and

services, many researchers and scholars have paid attention to the performance of social media,

but only a few studies like (Dutot & Bergeron, 2016) have discussed the factors affecting the

performance of social media as vividly as required. Our study aims to discuss the influences of

the factors such as social media strategies, social media analyst, and active presence on social

media on social media performance. The favorable strategies of social media about the creation

of social plate-forms, posts, logs, contents, and customer interaction improves social media

performance. When the social media analyst has a great sense of responsibility and performs

their functions attentively, he contributes a lot to the improvement in the functioning of their

social media plate-forms. Similarly, the active presence of companies' agent on the social media

plate-forms, keeps them aware of any change on the plate-form and enable them to manage the

social media accordingly (Ahmad, Ahmad & Bakar, 2018).

Our study analyzes the development in marketing due to change in the social media

performance on account of the nature and implementation of social media strategies, the

performance of social media analyst, and the active presence of companies’ agents on the social

media plate-forms in the economy of UAE with reference to the electronics industry. As per the

reports of specialized local and international organizations, in 2014, UAE has been declared as

one of the most developed countries around the world (Cao & Tian, 2020). These reports state

that the citizens of UAE and other residents are contented and happy. The growth rate is also

sustainable in all the other fields such as economy, investment, production, trade, information,

and technology, etc. The electronics industry is one of the large industries in the economy of the

UAE. A large number of electronic appliances are manufactured for local use and export

purposes. The annual exports of electronic appliances and the earning of foreign exchange out of

these exports are high and add to the economic growth of the UAE (Jose, 2018). Many countries,

which deal in electronic appliances, have expanded their business scope, having turned their

trade business over social media. Several electronic companies have created different websites,

pages, etc., and hire some agents to interact with more customers, having ignored the boundaries

of the country. The agents make strategies to handle the matters of social media, from the

creation of social plate-forms to the delivery of products and services. Some social media

analysts are hired by the companies who keep an eye on all the matters in social media and take

decisions to implement the social media strategies of the companies to achieve marketing goals

(Parcero & Ryan, 2017).

LITERATURE REVIEW

The fundamental objective of any business organization is to earn profits which is

possible when the organization successfully sells its products and services in the

market(Hanaysha, Abdullah & Ghani, 2016; Nawaz et al., 2020). There is a constant need for a

high marketing level in the business for both survival and success. This need can be fulfilled

with effective and organized social media plate-forms, which provide the companies with the

facility to interact with the customers directly (Benson, Hand, & Hartshorne, 2019). Even social

media platforms enable the companies to make customers out of the audience by catching their

interest in the companies' products and services through attractive presentation, soft and



cooperative interactions, and attractive offers. When the social media plate-forms perform at a

high rate such as it has the engagement of customers (likes, shares, comments, and clicks),

impressions and reaches (customers' awareness), the share of voice (volume and sentiments), and

customer care (response rate & time). Many studies like Lau (2017) have addressed social media

performance and marketing and the factors affecting these. Several studies that have dealt with

the influences of social media strategies, social media analysts, and active presence on the social

media plate-forms, and the consumer's satisfaction on the social media and marketing

performance are cited below.

According to Effing and Spil (2016), the development and implementation of the social

media strategies affect the performance of social media plate-forms and the achievement of the

goals of establishing social media portfolio. This study elaborates that the very first task while

turning to social media for marketing purposes is the choice of social media plate-forms to meet

the business goals. The social media strategy about the establishment of a plate-form to interact

with the customers affects the objectives of this plate-form. Social media strategy clears whether

Instagram or Facebook is better to convey our message. This study also highlights that the social

media strategies to handle all the matters related to the audience affect the outcomes of the

pictures, videos, or texts posted on the social media platforms. If the audience, which is decided

in the social media strategy, is active and highly educated, there would be more engagement

(more likes, comments, and messages) from the customers (audience). Whereas on the other

hand, audiences from backward and relatively less educated areas are less responsive to the posts

and logs (Castelló, Etter & Nielsen, 2016). The favorable establishment and the implementation

of social media strategies are helpful to attract more customers like those that some sort of offers

can be given to customers who may give them more economic benefits and thus, mentally force

them to make more purchase and it will enhance the share of voice around the completely social

media. The strategy about the interaction with the customer during virtual meetings affects their

response, such as the strategy to deal with the customers politely and to answer them as quickly

as possible, results in a favorable response from the customers (Felix, Rauschnabel & Hinsch,

2017).

H1: Social media strategies have a positive influence on social media performance

The social media analyst is responsible for the effective implementation of social media

strategies and to handle the issues in this way, thus; the performance of concerned social media

plate-forms (Peacemaker, Robinson, & Hurst, 2016). This study also highlights that the social

media analyst analyzes the whole situation about the functioning of social media plate-forms; he

gets the matter quickly and supports the initiatives, which will help achieve goals of the company

and lead to the success of customer campaign peculiar to social media. The literary article of

Lachlan, Spence, Lin, Najarian, and Del Greco (2016), states that the performance of social

media as he manages and helps in creating marketing contents to socialize them and use them for

the achievement of social media purposes like he helps to post customer videos, briefs, customer

case studies, posts from the analyst and consumers to achieve the social media goals in a better

way. Moreover, the social media analyst builds and promote communities and audience peculiar

to social media plate-forms. Thus, the better performance of social media analysts leads to a

more active audience, which can increase ratings and shares over social media. Likewise, an

expert social media analyst not only gives post contents on the social media plate-form but also

gives proper analysis and recommendations as the programs develop and are reviewed by the

audience. This creates a better understanding of the audience and extracts the desired response



from them in the form of engagement, impressions and reach, the share of voice, and audience

care (response rate & time) (Chen, Lin, & Yuan, 2017). Thus, we can hypothesize:

H2: Social media analyst has a positive association with social media performance.

Kim and Kim (2018), in their literary workout, analyze the influences of active presence

on social media on the performance of concerned social media plate-forms. This literary article

suggests that being active on social media has numerous benefits for business organizations

peculiar to social media, and there are many things one can do with the constant presence on

social media. The active presence on social media enables the company's online representative to

perform customer services timely, engage customers, and increase web traffic. When the

company's agent remains active on social, he with be quite helpful for the achievement of better

social media performance. If there any change in the designs of the products or the features of

the products of other companies, he enables the agent to bring a change in the post contents of

the company products on the company websites to get the social media goals (Yadav & Rahman,

2017). The active presence of the company’s agents on social media keeps them in contact with

the customers constantly, and they can interact with them, motivate them to respond to their

future posts with their quick and polite interaction, and get better engagement from them. Being

constantly active on social media makes the company’s representative on a particular social

media community let people aware of the brand which the company is presenting (Han & Kim,

2018). This facilitates the company's social media platform to achieve its goals of making more

customers from the available audience. Therefore, the following hypothesis is made:

H3: Active presence on social media has a positive association with social media performance.

The high performance of social media helps improve the marketing level of the

companies by increasing the customers not only within the local market but also beyond the

boundaries of the country. This is the reason that a large number of companies have turned to

social media to compete against their rivals in the market successfully. The more engagement

and share of voice from the audience with the company's website, its pages, and posts increases

the marketing of the products and services presented. More engagement from customers also

enhances the fame of the company brand and thus, creates more customers by motivating others

with their positive comments and likes (Appel, Grewal, Hadi & Stephen, 2020). The

development and implementation of social media strategies, the effective functioning of social

media analysts and the active presence of the company’s online representative on social media

make them successful by raising its marketing level and its position at both the national and

international levels. When the social media strategies are of the type which when are

implemented results in the better performance of the social media, and they raise the number of

followers and customers (including maintaining existing customers). Thus, the marketing level

of the company goes high. Similarly, when the social media analysts understand the social media

strategies and the circumstances on the social media and act accordingly, the social media

performance is high, and the marketing level is also high (Alalwan, Rana, Dwivedi &

Algharabat, 2017). H4: Social media performance plays a mediating role between social media strategies and marketing

performance.

H5: Social media performance plays a mediating role between the social media analyst and the marketing

performance.

H6: Social media performance plays a mediating role between the active presence on social media and the




Customer satisfaction, both economic and social satisfaction, plays a key role in both the

achievement of high performance of concerned social media plate-forms and thereby, in getting

high marketing performance which enables the company to compete successfully against the

rival companies in the market. The customers who have the satisfaction that they would be

addressed by a company's representative on concerned social media plate-form politely and have

full cooperation in buying online show better engagement with the websites in the form of likes

and comments, rating, and messaging. Thus, they help the social media plate-forms in getting

their goals, one of which is to raise the marketing level (Ahmad, Musa & Harun, 2016). When

the audience feels that the interaction with these websites would be beneficial in the monetary

terms, they engage with websites and relevant pages, and respond to the posts on these social

media plate-forms. When the customers are satisfied with the offers and feel that these offers

would give them quality products within minimum costs (Nawaz et al., 2021), they want to

interact with these websites to make a purchase. This indicates the consistency in the number of

existent customers and the creation of new customers. Thus, the companies show higher

marketing performance (Alves, Fernandes & Raposo, 2016). Thus, it can be hypothesized:

H7: Social media performance has a positive impact on marketing performance.

H8: Customer satisfaction plays a moderating role between social media performance and the marketing

performance of the companies.

RESEARCH METHODS

The current research analyzes the impact of social media strategies, analysts, and active

presence on social media on the social media performance and social media performance impact

of the electronic industry's marketing performance in UAE. This study also examines the

mediating role of social media performance among the nexus of social media strategies, analysts,

active presence on social media and marketing performance, and the moderating role of customer

satisfaction among the relationships of social media performance and marketing performance.

This study has taken quantitative methods, and questionnaires have been used to gather the data.

The marketing department employees of the electronic industry in UAE are the respondents that

are selected based on simple random sampling. A total of 510 surveys were distributed to the

selected respondents by mail, but after fifteen days, only 290 were received and used for analysis

that associated about 56.86 percent response rate.

This study has also adopted the smart-PLS to analyze the data and examine the

discriminate and convergent validity and investigate the nexus among the variables. The smart-

PLS has been adopted because the hypotheses testing is the nature of the research, and a complex

model is used by the research (Hair Jr, Babin & Krey, 2017). This study has taken three

predictors, such as social media strategies (SMS) with six items, Social Media Analysts (SMA)

with four items, and Active Presence on Social Media (APSM) with five items. In addition, the

social media performance is used as mediating variable, has five items, while Marketing

Performance (MP) has been used as the dependent variable, and has five items. Finally, customer

satisfaction (CS) is used as the moderating variable and has five items. These variables are

shown in Figure 2.



FIGURE 2

THEORETICAL MODEL

FINDINGS

The present study shows the convergent validity that exposed the correlation among the

items. The figures have shown that the Alpha and CR values are not lower than 0.70, and the

AVE and loading values are not smaller than 0.50. These values are pieces of evidence of the

high correlation between items and valid convergent validity. These values are shown in Table1.

Table 1

CONVERGENT VALIDITY

Constructs Items Loadings Alpha CR AVE

Active Presence on Social Media

APSM1 0.957 0.966 0.975 0.908

APSM2 0.945

APSM3 0.953

APSM5 0.958

Customer Satisfaction

CS1 0.885 0.845 0.82 0.536

CS2 0.67

CS3 0.677

CS5 0.675

Marketing Performance

MP1 0.822 0.889 0.918 0.691

MP2 0.813

MP3 0.855

MP4 0.803

MP5 0.862

Social Media Analyst SMA1 0.868 0.909 0.936 0.785

SMA2 0.883



SMA3 0.885

SMA4 0.908

Social Media Performance

SMP1 0.982 0.965 0.974 0.884

SMP2 0.753

SMP3 0.981

SMP4 0.982

SMP5 0.982

Social Media Strategies

SMS1 0.911 0.944 0.956 0.782

SMS2 0.822

SMS3 0.903

SMS4 0.902

SMS5 0.911

SMS6 0.852

The present study also shows the discriminant validity that exposed the correlation

among the variables. FornellLarcker and cross loading were used to test the discriminant

validity, and the figures have shown that the values that show links with the construct itself are

higher than the values that show the links with other constructs. These values are shreds of

evidence of the low correlation between variables and valid discriminant validity. These values

are shown in Table 2 and Table 3.

Table 2

FORNELLLARCKER

APSM CS MP SMA SMP SMS

APSM 0.953

CS 0.746 0.732

MP 0.408 0.328 0.831

SMA 0.385 0.334 0.568 0.886

SMP 0.376 0.391 0.487 0.399 0.940

SMS 0.370 0.395 0.308 0.388 0.427 0.884

Table 3

CROSS-LOADINGS


APSM1 0.957 0.713 0.400 0.340 0.460 0.448

APSM2 0.945 0.705 0.360 0.402 0.438 0.444

APSM3 0.953 0.718 0.391 0.387 0.450 0.448

APSM5 0.958 0.709 0.402 0.343 0.464 0.453

CS1 0.628 0.885 0.381 0.371 0.459 0.458

CS2 0.267 0.670 0.090 0.121 0.106 0.134

CS3 0.265 0.677 0.101 0.109 0.098 0.081

CS5 0.243 0.675 0.072 0.119 0.097 0.113

MP1 0.377 0.333 0.822 0.294 0.489 0.474



MP2 0.349 0.288 0.813 0.303 0.388 0.455

MP3 0.296 0.242 0.855 0.283 0.381 0.369

MP4 0.330 0.214 0.803 0.334 0.344 0.391

MP5 0.329 0.261 0.862 0.321 0.391 0.402

SMA1 0.322 0.313 0.340 0.868 0.275 0.306

SMA2 0.350 0.276 0.337 0.883 0.326 0.352

SMA3 0.331 0.289 0.326 0.885 0.290 0.341

SMA4 0.359 0.308 0.304 0.908 0.337 0.370

SMP1 0.450 0.367 0.454 0.318 0.982 0.772

SMP2 0.429 0.353 0.465 0.359 0.753 0.775

SMP3 0.452 0.368 0.460 0.320 0.981 0.771

SMP4 0.448 0.375 0.447 0.318 0.982 0.776

SMP5 0.446 0.368 0.453 0.315 0.982 0.773

SMS1 0.391 0.331 0.448 0.343 0.711 0.911

SMS2 0.434 0.362 0.465 0.330 0.739 0.822

SMS3 0.445 0.356 0.446 0.347 0.709 0.903

SMS4 0.440 0.352 0.453 0.341 0.720 0.902

SMS5 0.381 0.327 0.435 0.340 0.712 0.911

SMS6 0.400 0.361 0.441 0.354 0.783 0.852

The present study also used the HeterotraitMonotrait (HTMT) ratio to test the

discriminant validity, and the figures have shown that the values of HTMT ratios are smaller

than 0.85. These values are evidence of the low correlation between variables and valid

discriminant validity. These values are shown in Table 4.

Table 4

HETEROTRAITMONOTRAIT RATIO


APSM

CS 0.537

MP 0.436 0.220

SMA 0.411 0.249 0.411

SMP 0.492 0.255 0.518 0.370

SMS 0.492 0.266 0.548 0.416 0.664



FIGURE 3

MEASUREMENT ASSESSMENT MODEL

The findings also show the path analysis that exposed the nexus among the variables. The

results revealed that social media strategies and active presence on social media have a positive

association with social media performance and accept H1 and H3. The outcomes also indicated

that social media performance positively mediates among the nexus of social media strategies,

social media analysts, active presence on social media, and social media performance and accept

H4, H5, and H6. In addition, social media performance has a positive association with marketing

performance and accept H7. Moreover, customer satisfaction significantly moderates the nexus

of social media performance and marketing performance and accepts H8. These links are shown

in Table 5.

Table 5

PATH ANALYSIS

Relationships Beta S.D. T Statistics P Values L.L. U.L.

APSM ->SMP 0.110 0.044 2.507 0.007 0.047 0.199

CS -> MP 0.119 0.055 2.165 0.016 0.042 0.222

SMA ->SMP 0.007 0.037 0.180 0.429 -0.064 0.058

SMP -> MP 0.407 0.048 8.516 0.000 0.328 0.472

SMP*CS -> MP -0.155 0.052 2.984 0.002 -0.245 -0.066

SMS ->SMP 0.773 0.032 24.058 0.000 0.709 0.819

APSM ->SMP -> MP 0.045 0.019 2.401 0.009 0.016 0.080

SMA ->SMP -> MP 0.033 0.015 2.201 0.012 0.022 0.324

SMS ->SMP -> MP 0.315 0.038 8.194 0.000 0.250 0.371



FIGURE 4

STRUCTURAL ASSESSMENT MODEL

FIGURE 5

SMP*CS

DISCUSSIONS AND IMPLICATIONS

The study results have indicated that social media strategies have a positive relation to

social media performance. The study implies that the development of effective strategies to

create social plate-forms and to manage all the matters like the setting of goals of creating a

social media plate-form, the contents of the posts, and interacting with the audience is the basis

of the achievement of high social media performance. These results are in line with the past

study of (Alves et al., 2016). This study analyzes social media performance in the context of



marketing. This study concludes that the nature of the strategies established to select a social

media plate-form, establish a website or a page, strategies about the contents of the post,

audience, and marketing affect the rate of social media performance. When the strategies

designed by the companies to manage all the matters related to social media are favorable, the

social media performs in a better way, such as more likes on the posts, more shares, good

impressions, more reach, more audience, and the high rate of a marketing. The study results have

indicated that the performance of social media analysts has an insignificant relationship with

social media performance. If the social media analyst analyzes the situation on social media,

understands the company's goals and social media strategies, and makes them implemented, they

lead to a high rate of social media performance but this situation does not exist in the electronic

industry in UAE. These results are in line with the past study of Liang and Turban (2011). It has

also been indicted by the study results that the active presence on social media is linked with the

performance of social media. The active presence on the social media platforms like Instagram,

Facebook, websites, pages, etc., leads to the customers' engagement with the company, constant

expressions on the posts, sharing of posts, and response to the company's offer. These results are

supported by the past study of (Stephen, 2016), which shows that the active presence of the

company’s agents on social media leads to an increase in customer reach, customer likes,

comments, engagement, and high marketing through the social portfolio.

The study results have also indicated that the social media performance of the company

plays a mediating role between social media strategies and the marketing performance of the

company. In the presence of better social media performance, the social media strategies have a

way to improve the marketing performance of the company. These results are in line with the

past studies of Shareef, Mukerji, Dwivedi, Rana, and Islam (2019), which show that the social

media performance of the company is affected by effective social media strategies and, in turn,

improves the marketing performance of the company. Moreover, the study results have shown

that the social media performance of the company plays a mediating role between social media

analysts and the company is marketing performance. The social media analyst improves the

social media performance of the company, and it further improves the marketing performance of

the company. These results are in accordance with the past study of Armstrong, Delia, and

Giardina (2016), which indicates that the favorite social media strategies of the company

improve helps in accelerating the rate of social media performance which leads to the company’s


The study results have shown that the social media performance of the company is a

considerable mediator between the active presence on social media and the marketing

performance of the company. These results are supported by the past study of Ananda,

Hernández-García, and Lamberti (2016), which also deals with the social media performance of

the company as a mediator between the active presence on social media and the marketing

performance of the company. This study describes that the social media performance, which is

improved by the active presence on social media, is very helpful in getting higher marketing

performance. In addition, the study results have indicated that the customers’ satisfaction is an

appropriate mediator between the social power performance and the marketing performance of

the company. The study implies that the influences of the social media performance rate on the

marketing performance of the company become stronger in the presence of the satisfaction of the

consumers with the specific social commerce community or company. These results are

supported by the literary work out of Misirlis and Vlachopoulou (2018), which analyzes the role

of consumer satisfaction in the development of marketing level. This literary workout suggests

that under the high satisfaction of the consumers with the interaction and quality of products and



services, the social media performance is high, and it can better lead to the dramatic increase in

the total sales of the company as it results in better performance.

This study carries theoretical as well as empirical implications. The contribution of this

study to the literature, especially the literature based on marketing, is remarkable. It shows the

role of social media in the development of marketing performance. However, some previous

studies have already introduced social media as a perfect driver of marketing operation but the

contribution of this study into the existing literature in the sense that it has given deep discussion

to this topic. It not only talks about the role of social media in the business as a whole, but it

explores its role in marketing at different for it analyzes the influences of social media strategies,

social media analyst, and active presence on the social media on the overall social media

performance and finally their influences on the marketing influences. This study also analyzes

the role of consumer satisfaction as a moderator between social media performance and

marketing performance. Along with the theoretical implication, this study also has empirical

significance. It gives a theoretical guideline to the companies, which want to carry the marketing

of their products and services through social media. This study helped the regulation-making

authorities and guided them to enhance their focus towards social media that could enhance the

marketing performance. This study guides on how to improve marketing performance through

the improvement in social media performance. It also suggests that the social media performance

can be improved with favorable social media strategies, better performance of social media

analysts, and active presence on social media.

CONCLUSION AND LIMITATIONS

This literary workout throws light on the improvement in the marketing performance of a

company because of the improvement in the performance of social media. In addition, this

workout analyses the role of the nature of social media strategies, the functioning of the social

media analyst, and the active presence on social media in achieving high social media

performance. This study analyses the favorable social media strategies that lead to a high rate of

social media performance. The development of effective strategies to manage all the matters

(related to social media) like the setting of goals of creating a social media plate-form, the

contents of the posts, and interacting with the audience is the basis of the achievement of high

social media performance. The performance of social media analysts influences the rate of social

media performance. When the social media analyst analyzes the situation with great attention,

understands the social media strategies, and makes them implement effectively, he accelerates

the social media performance. Similarly, this study states that the active presence of the

company's representative on social media is fruitful in achieving high marketing performance.

The active presence on the social media platforms like Instagram, Facebook, websites, pages,

etc., leads to the customers' engagement with the company, constant expressions on the posts,

sharing of posts, and response to the company's offer. This study implies that when social media

performs well, it leads to the high marketing performance of the company, and this influence of

social media performance on the marketing becomes stronger when consumer satisfaction is

high.

This literary workout has several limitations, too, despite its tremendous importance in

both literature and the economy. The authors must remove all these limitations in the future

through their literary efficiency. First, the scope of the study is limited because this study

addresses only a limited number of factors like social media strategies, social media analyst, and

the active presence on social media in relation to the social media performance and the



marketing performance of the company. Many other economic activities affect social media

performance and marketing performance. These factors must be addressed by future scholars,

which replicate the current study. The quantitative data in support of this study has been

collected by using one particular source. Thus, the data collected is limited in both scope and

validity. It is recommended to scholars in the future to employ more than one source for the

collection of data. The study has been conducted to analyze the role of social media in achieving

high marketing performance in the economy of UAE, which is a developed country. The study

conducted in a developed country may not be equally valid in developing countries. Therefore,

future scholars must address the same issue with reference to the developing economy.

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