Study on the effect of brand image and social media marketing on customer satisfaction: A study on Pakistan's tourism sector

The purpose of this research is to improve understanding of how brand image and social media marketing can impact customer satisfaction. The research was done within Pakistan's tourism sector. There are 3 variables in this study where 2 of them such as social media marketing and brand image are independent and 1 is dependent which is customer satisfaction. By demonstrating the connection between social media marketing, brand image, and customers ' satisfaction, this study seeks to add to the body of knowledge by building on the existing literature and the related research technique. Pakistan's tourism sector has been under shadows due to several reasons and one of them is unawareness of its beautiful tourist places and negative image of the country throughout these years. To check if social media marketing and brand image plays significant role in customer satisfaction in Pakistan, we did this research. This quantitative, explanatory study used questionnaires distributed in community groups on Facebook, LinkedIn, and Instagram for the Pakistani tourism businesses to collect its data. 384 people participated in a structured questionnaire that was distributed online. The results of this study demonstrated a significant impact of social media marketing and brand image on customer satisfaction. The social media marketing strategies were most effective overall. The results of this study also showed that improved brand image has a significant impact on customer satisfaction.The results of this study advance our understanding of how brand image and social media marketing influence customer satisfaction in Pakistan's tourist sector. Smart PLS 4.0 was used to test the researcher's hypotheses. According to the study's findings, brand image and social media marketing have a good effect on customer satisfaction. The study's findings are helpful to practitioners as well because they highlight the value of social media marketing and brand image while also offering insight into the most important techniques to create in terms of customer satisfaction (depending on the conditions and study restrictions)