ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1603554
Determinants of Customer Satisfaction and Loyalty in The Turkish E-Commerce Sector
Provisionally accepted
- 1Ordu University, Ordu, Ordu, Türkiye
- 2Mersin University, Mersin, Türkiye
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The rapid development of digital technologies has significantly transformed consumer behavior, making social media platforms essential marketing tools. Businesses are constantly renewing their strategies to increase customer satisfaction and loyalty. However, there is a significant research gap in the literature on the combined effects of social media marketing, price promotions, and corporate social responsibility (CSR) attitudes on customer satisfaction and loyalty. This study aims to fill this gap by examining the effects of these factors on customer behavior in the ecommerce industry. The research focuses on consumer behavior and marketing theories, employing a quantitative research methodology. The study uses scales validated in the literature to assess customer behavior. The data were obtained from 761 questionnaires collected from active social media users among e-commerce customers in Turkey.The analysis was conducted using structural equation modeling (SEM). The findings reveal that social media marketing and price promotions significantly enhance customer satisfaction and loyalty. Additionally, while attitudes toward CSR influence customer satisfaction, they do not directly affect customer loyalty. The study contributes to the literature on digital consumer behavior by integrating CSR into loyalty models, highlighting the mediating role of satisfaction, and offering practical recommendations for e-commerce businesses. Future research should examine consumer responses to social media marketing and promotion strategies, considering cultural differences across sectors and regions.
Keywords: social media marketing, Price promotion, Corporate social responsibility, Customer satisfaction, Customer Loyalty, E-Commerce
Received: 31 Mar 2025; Accepted: 30 Jun 2025.
Copyright: © 2025 Yalçınkaya and Çataldaş. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: İbrahim Çataldaş, Mersin University, Mersin, Türkiye
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