Optimizing Marketing Performance Through the Integration of Social Media, Consumer Behavior Understanding, Digital Marketing, and Service Quality

DOI

10.2991/978-94-6463-960-5_5How to use a DOI?

Keywords

Marketing Performance; Social Media; Consumer Behavior; Digital Marketing; Service Quality

Abstract

This research investigates the impact of Social Media, Consumer Behavior Understanding, Digital Marketing, and Service Quality on Marketing Performance. In today’s digital landscape, companies must strategically align multiple elements to remain competitive and enhance market outcomes. A quantitative research method was employed, involving 130 respondents, and the data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with SmartPLS software. The analysis indicates that Consumer Behavior Understanding, Digital Marketing, and Service Quality significantly and positively influence Marketing Performance. However, Social Media showed no significant effect, implying that its influence is contingent upon effective management and integration within comprehensive marketing strategies. An adjusted R 2 value of 0.720 suggests that 72% of the variance in Marketing Performance is explained by the model, reflecting a high level of predictive capability. These outcomes emphasize the importance of strategic synergy in marketing efforts. To enhance marketing performance, organizations should focus on developing deep consumer insights, leveraging digital platforms effectively, and maintaining high service standards. Moreover, simply maintaining a presence on social media is inadequate without the support of well-targeted and interactive content strategies.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Demak Claudia Yosephine Simanjuntak
AU  - Darwin Lie
AU  - Sofiyan Sofiyan
PY  - 2025
DA  - 2025/12/31
TI  - Optimizing Marketing Performance Through the Integration of Social Media, Consumer Behavior Understanding, Digital Marketing, and Service Quality
BT  - Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)
PB  - Atlantis Press
SP  - 64
EP  - 81
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-960-5_5
DO  - 10.2991/978-94-6463-960-5_5
ID  - Simanjuntak2025
ER  -