EXAMINING KEY DRIVERS OF SOCIAL MEDIA WOM-A SEM APPROACH

Due to technological progress, consumers are impacted by social media interactions at various stages of their decision-making process. Thus, social media WOM plays a critical role in influencing consumer behaviour. This study aims to investigate the impacts of consumer satisfaction, brand familiarity, and active participation on social media word-of-mouth (WOM) communication. A 310 -respondent sample was employed in an online survey that was directed toward social media users. Using confirmatory factor analysis, structural equation modelling, a mediation analysis, and multi-group analysis, the relationships proposed in the research model were examined. The results revealed the positive impact of customers' satisfaction on driving social media WOM and expanding the brand on these popular socialising digital platforms. This study contributes to a better understanding of customer satisfaction and improves comprehension of WOM in strategic social media marketing frameworks.