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

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).

5. 
   Study Model
   

The impact of social media marketing on customer satisfaction


through brand image

5. 
   Study Limitations
   

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