H2: social media marketing has a positive direct impact on customer satisfaction in Jordanian telecommunication companies at the level (α ≤ 0.05).
To test this hypothesis, the researcher uses the simple regression analysis to ensure the direct effect of social media marketing on customer satisfaction in Jordanian telecommunication at the level (α ≤ 0.05).. As shown in Table (4-12).
Table (4-12): Simple Linear regression model to test the impact of social media marketing on customer satisfaction
The impact of social media marketing on customer
satisfaction
|
R
|
(R²)
|
R
adjusted
|
F
calculated
|
Sig*
|
β
|
T
|
Sig*
|
0.522
|
0.272
|
0.268
|
65.812
|
0.000
|
0.522
|
8.112
|
0.000
|
*The impact is significant at level (α ≤ 0.05) * (n-1 = 181) * (T tabulated = 1.96)
From table (4-12) the researcher observes that there is a positive direct effect of social media marketing on customer satisfaction in Jordanian telecommunication companies at the level (α≤ 0.05). . The (R) was (0.522) at level (α ≤ 0.05), whereas the (R²) was (0.272). This means the (0.272) of customer satisfaction in Jordanian telecommunication companies results from the changeability in customer satisfaction in Jordanian telecommunication companies. As (Beta) was (0.522) this means the increase of social media marketing will increase on customer satisfaction in Jordanian telecommunication companies value (0.522). Confirms significant impact (F) Calculate was (65.812) and its significance at level (α≤ 0.05), and that confirms valid first hypotheses, and accepted hypothesis:
Social media marketing has a positive direct impact on customer satisfaction in
Jordanian telecommunication companies at the level (α ≤ 0.05).
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