Customer Satisfaction through Brand Image Field Study based on Customers of Jordan Telecommunication



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analiz marketing

Study Hypothesis


Based on related literature, the research tries to investigate the following hypotheses:




H1: Social media marketing has a positive direct impact on brand image in Jordanian

telecommunication companies at the level (α ≤ 0.05).




H1.1 Social media marketing interactions has a direct impact on brand image in Jordanian telecommunication companies at the level (α ≤ 0.05).
H1.2 Social media marketing sharing of content has a direct impact on brand image in

Jordanian telecommunication companies at the level (α ≤ 0.05).




H2: social media marketing has a positive direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).
H2.1 Social media marketing interactions has direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).
H2.2 Social media marketing sharing of content has direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).
H3: brand image has a positive direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).
H4: Social media marketing has a positive indirect effect on customer satisfaction through Brand image in Jordanian telecommunication companies at the level ≤(α
0.05).

    1. Study Model



The impact of social media marketing on customer satisfaction


through brand image



    1. Study Limitations




      • - Human limitations: The study measured telecommunication companies’ customers’ satisfaction that interact through social media.


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