The firms and the industries still using the ways and means of promotion and publicizing the products have still not achieved the level of success as the modern means of social media is providing in creating a huge demand for their products. This study involves the modern means of communication agility promises success, development, and significance of the product in an efficient manner. Social media plays a vital role in creating a demand for the products by explaining the need of the product and a very effective source of creating a link among industries, firms, management, employees and especially the individual ones who come to know the skills and expertise. The impact of social media in strengthening the relationship with the customer has been very keenly observed and the findings show that such research has detailed that the use of social media has influenced the internal and the external capabilities. The data gathered in this study shows that the firms and the industries using the approach of social media have a revolutionary impact on building and strengthening the relationship between the customer and the management, employees. This study shows a strong bond between a firm and the customer using social media.

This study aims to provide comprehensive insights into the social media marketing characteristics affecting customer buying intention. The model was theoretically based on and explored using a quantitative approach. A survey strategy was adopted, and a five-point Likert questionnaire was distributed to Jordanian citizens. A total of 237 responses were received. The hypothesis testing followed structural equation modeling using SPSS software. The findings suggest that all social media marketing subcontracts exhibit a significant positive effect on buying intention, whereby accessibility is the highest. Customer involvement also moderates the relationship between social media marketing and customer buying intention. The proposed model provides new insights into social media marketing drivers affecting buying intentions and engagement with an entrepreneurial brand or product. This study reaffirms that social media marketing can significantly influence the success of Jordanian entrepreneurial firms and understanding how to use this tool effectively can significantly change how businesses operate.