Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector
IntroductionThe rapid development of digital technologies has significantly transformed consumer behavior, making social media platforms essential marketing tools. However, there is a notable gap in the literature regarding the combined effects of social media marketing, price promotions, and corpor...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-07-01
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| Series: | Frontiers in Communication |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1603554/full |
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| author | Mehmet Yalçınkaya İbrahim Çataldaş |
| author_facet | Mehmet Yalçınkaya İbrahim Çataldaş |
| author_sort | Mehmet Yalçınkaya |
| collection | DOAJ |
| description | IntroductionThe rapid development of digital technologies has significantly transformed consumer behavior, making social media platforms essential marketing tools. However, there is a notable gap in the literature regarding the combined effects of social media marketing, price promotions, and corporate social responsibility (CSR) attitudes on customer satisfaction and loyalty in e-commerce.MethodsA quantitative research design was adopted. Data were collected from 761 e-commerce customers in Turkey who are active social media users. Validated scales from the literature were used, and structural equation modeling (SEM) was applied for data analysis.ResultsThe findings indicate that social media marketing and price promotions have a significant positive impact on customer satisfaction and loyalty. Attitudes toward CSR positively affect customer satisfaction but do not have a direct effect on customer loyalty.DiscussionThe study enriches the literature on digital consumer behavior by integrating CSR into loyalty models and emphasizing the mediating role of satisfaction. Practical recommendations are provided for e-commerce businesses. Future research is encouraged to explore cultural differences and sector-specific dynamics in social media marketing and promotional strategies. |
| format | Article |
| id | doaj-art-fd7edd90aad840489f2fc5f00d1ea83a |
| institution | Kabale University |
| issn | 2297-900X |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Communication |
| spelling | doaj-art-fd7edd90aad840489f2fc5f00d1ea83a2025-08-20T03:51:09ZengFrontiers Media S.A.Frontiers in Communication2297-900X2025-07-011010.3389/fcomm.2025.16035541603554Determinants of customer satisfaction and loyalty in the Turkish e-commerce sectorMehmet Yalçınkaya0İbrahim Çataldaş1Department of Marketing and Advertising, Vocational School of Social Sciences, Ordu University, Ordu, TürkiyeDepartment of Public Relations and Advertising, Faculty of Communication, Mersin University, Mersin, TürkiyeIntroductionThe rapid development of digital technologies has significantly transformed consumer behavior, making social media platforms essential marketing tools. However, there is a notable gap in the literature regarding the combined effects of social media marketing, price promotions, and corporate social responsibility (CSR) attitudes on customer satisfaction and loyalty in e-commerce.MethodsA quantitative research design was adopted. Data were collected from 761 e-commerce customers in Turkey who are active social media users. Validated scales from the literature were used, and structural equation modeling (SEM) was applied for data analysis.ResultsThe findings indicate that social media marketing and price promotions have a significant positive impact on customer satisfaction and loyalty. Attitudes toward CSR positively affect customer satisfaction but do not have a direct effect on customer loyalty.DiscussionThe study enriches the literature on digital consumer behavior by integrating CSR into loyalty models and emphasizing the mediating role of satisfaction. Practical recommendations are provided for e-commerce businesses. Future research is encouraged to explore cultural differences and sector-specific dynamics in social media marketing and promotional strategies.https://www.frontiersin.org/articles/10.3389/fcomm.2025.1603554/fullsocial media marketingprice promotioncorporate social responsibilitycustomer satisfactioncustomer loyaltye-commerce |
| spellingShingle | Mehmet Yalçınkaya İbrahim Çataldaş Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector Frontiers in Communication social media marketing price promotion corporate social responsibility customer satisfaction customer loyalty e-commerce |
| title | Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector |
| title_full | Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector |
| title_fullStr | Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector |
| title_full_unstemmed | Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector |
| title_short | Determinants of customer satisfaction and loyalty in the Turkish e-commerce sector |
| title_sort | determinants of customer satisfaction and loyalty in the turkish e commerce sector |
| topic | social media marketing price promotion corporate social responsibility customer satisfaction customer loyalty e-commerce |
| url | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1603554/full |
| work_keys_str_mv | AT mehmetyalcınkaya determinantsofcustomersatisfactionandloyaltyintheturkishecommercesector AT ibrahimcataldas determinantsofcustomersatisfactionandloyaltyintheturkishecommercesector |