Baetiong, Dianne Marie M.

“Critique on the journal article ‘Role of Social Media Marketing Activities in Influencing Customer
Intentions: A Perspective of a New Emerging Era’ by The Frontiers in Psychology”

The article titled "Role of Social Media Marketing Activities in Influencing Customer Intentions:
A Perspective of a New Emerging Era" authored by Khalid Jamil, Liu Dunnan, Rana Faizam Gul,
Muhhamed Usman Shehzad, Syed Hilani and Fazal Awan delves into the impact of social media
marketing on customer behavior in the modern era. The authors highlight the importance of social media
marketing in attracting and satisfying customers while also examining the factors that affect customer
intentions and engagement with brands and products through social media marketing. The purpose of this
evaluation is to assess the strengths and limitations of the article.

The article's authors have demonstrated a strong ability to thoroughly examine and analyze
existing studies and literature on the impact of social media marketing on customer behavior. They have
utilized relevant theories and frameworks to clarify how social media marketing on platforms like
Facebook and Instagram can influence customer behavior. The authors' findings have been presented in a
clear and digestible manner, and they have effectively connected their arguments to past literature along
with statistical analysis.

Additionally, they have provided practical implications for marketers to create successful social
media marketing campaigns. The authors have emphasized the importance of building strong connections
with customers through social media and have suggested strategies to increase customer engagement with
the brand.

The article discussed the impact of social media marketing on consumer behavior and provided
useful insights for readers. However, the study's weaknesses include limited applicability due to a small
sample size of only 40 participants. To improve the credibility of the data, the authors should have
considered surveying a larger population.

Additionally, the authors could have provided a more detailed analysis of the implications of their
findings, exploring potential avenues for future research. Despite these shortcomings, the article's
strengths include a thorough examination of existing literature and practical implications for marketers.
References:

Jamil, Khalid, Liu Dunnan, Rana Faizan Gul, Muhammad Usman Shehzad, Syed Hussain
Mustafa Gillani, and Fazal Hussain Awan. “Role of Social Media Marketing Activities in Influencing
Customer Intentions: A Perspective of a New Emerging Era.” Frontiers in Psychology 12 (2022).
https://www.frontiersin.org/articles/10.3389/fpsyg.2021.808525.