Social Media, Customer Value Creation, and Marketing Outcomes in a Multichannel Environment: An Exploratory Survey of Cross-Channel Marketing Perceptions

Abstract

This study examines whether social media marketing, social-network engagement, and customer value creation are associated with perceived marketing-organizational outcomes in a multichannel environment. The manuscript was restructured to align its claims with the variables and statistical output contained in the original dataset. A cross-sectional questionnaire survey produced 120 usable responses, which were analyzed using descriptive statistics, Pearson correlations, and multiple linear regression. The combined regression model was not statistically significant, F(3, 116) = 0.458, p = .712, and explained 1.2% of the variance in the outcome (R² = .012; adjusted R² = -.014). None of the individual predictors reached statistical significance: social media marketing (B = .103, p = .260), social networks (B = .019, p = .846), and customer value creation (B = .033, p = .712). Zero-order correlations with the outcome were also weak and non-significant. These findings do not establish that digital channels are unimportant; instead, they suggest that the measures, sample, context, or model used in this exploratory study did not capture a reliable relationship. The study therefore cautions against treating platform activity as evidence of organizational impact without validated constructs, channel-integration measures, and outcome indicators. Practical recommendations emphasize coordinated channel strategy, customer-journey measurement, and outcome-based evaluation. Because the source file does not document the sampling frame, scale items, reliability statistics, location, or ethics procedures sufficiently, the findings should be interpreted as preliminary until those details are verified.