The Role of Digital Marketing Platforms on Supply Chain Management for Customer Satisfaction and Loyalty


  • Hifza Basheer
  • Ayesha Abbul Ahsan
  • Malaika Amir


From a digital marketing perspective, this study successfully investigated the digital supply chain for online media, consumer satisfaction, and the structural relationship between these characteristics and consumer loyalty in SMEs' products. Subsequently, a thorough assessment of the contribution of digital supply chain, customer happiness, and customer loyalty to SME product competitive advantages and regional economic growth was conducted. Supply chain management techniques, which were also statistically significant, acted as a mediating factor in the relationship between customer satisfaction and product quality and flexibility. Additionally, this study discovered that customer loyalty is not much impacted by product reviews.