Investigating Customers' Perception towards Social Media Marketing Methods: A Comprehensive Literature Review

Abstract

In order to market a product or service, create brand awareness, interact with customers, and ultimately increase sales, social media platforms are used. Businesses can reach and interact with their target audience effectively using social media platforms like Facebook, Twitter, Instagram, and LinkedIn. This literature review explores customers' perception towards social media marketing methods. The review analyzes various factors that influence customers' perception, including perceived usefulness, credibility, entertainment value, intrusiveness, and social influence. The findings suggest that customers generally have a positive perception towards social media marketing methods if the content is relevant and personalized, provides entertainment value, and is not overly intrusive. However, customers may have negative perceptions towards certain types of social media marketing methods,