ISSN: 2222-6990
Open access
Social media has become an essential marketing tool for small businesses, enabling direct interaction with customers while offering cost-effective communication channels. In university environments such as UNITAR International University, small businesses serve a diverse and dynamic customer base comprising students, staff, and visitors, making effective social media engagement increasingly critical. Despite the widespread adoption of social media platforms, limited empirical attention has been given to understanding how specific social media engagement strategies influence customer satisfaction within academic-based business settings. Guided by prior literature on social media marketing and customer engagement, this study examines the influence of social media engagement on customer satisfaction among small businesses operating at UNITAR. Specifically, the study focuses on three key dimensions of social media engagement: content quality, targeted advertising, and pricing transparency. Through a comprehensive review of existing studies, the paper proposes that relevant and high-quality content, personalized advertising strategies, and transparent pricing communication positively shape customer perceptions, trust, and satisfaction. By addressing this research gap, the study contributes to a clearer understanding of how social media engagement mechanisms affect customer satisfaction in a university context. The findings offer practical insights for small businesses within academic institutions to optimize their social media strategies, enhance customer satisfaction, and support sustainable business growth. The proposed conceptual framework also provides a foundation for future empirical research on social media marketing in similar educational and small business environments.
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