Placelimitations: The study included customers of telecommunication in Amman as representative of Jordan.
Time limitations: This study looks at the current status at the specified time points without considering previous use.
ScientificLimitations: The study will follow an established model which was developed as a unified approach of other models. Other factors not included in this model, which might be relevant are not available.
The operational definition below developed based on the literature review that is conducted for this research, the independent variable is the social media marketing. The mediating factor is the brand image. The dependent variable is the customer satisfaction.
Social Media Marketing: Social media marketing is based on a multi-way contact approach, where the roles and communications between the sender and the receiver are mixed and in which value is created for a whole network that include both senders and receivers.
This variable is measured in the survey from item (6) to item (14)
Customer Satisfaction: Refers to person’s feelings of disappointment or pleasure resulting from comparing between products or services and it is a perceived performance or outcome in relation to his or her expectations. This variable is measured in the survey from item (15) to item (28).
Mediating variable
Brand Image: Refers to Creating brand awareness by increasing the familiarity of the brand through repeated exposure (for brand recognition) and forging strong
associations with the appropriate product category or other relevant purchase or consumption cues (for brand recall) is an important first step in building brand equity. Once a sufficient level of brand awareness is created, marketers can put more emphasis on crafting a brand image.” (Keller, 2013). This variable is measured in the survey from item (29) to item (37).
