Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer behavioral outcomes, which are purchase intention, loyalty intention, and participation intention. The 413 online questionnaire surveys were measured and analyzed using SmartPLS 3. The results show that SMMA and CX have a significant influence on the customer relationship quality, which also leads to a positive impact on customer behavioral outcomes. This research guides enterprises that SNS’s marketing content has to follow SMMA and CX dimensions to achieve the marketing objective and generate sustainable performance for enterprises.

In the past, consumers were mainly informed about organic food by newspapers, magazines, and television advertisements. However, when consumers buy organic products in the market, they cannot get a complete information about the products from the appearance of the various products. In order to overcome this information asymmetry, social media has become an indispensable part of the promotion of organic food by providing a clear distinction between certified organic products and other types of products in the market. The purpose of this study is to demonstrate the antecedents and consequences of the influence of social media on the consumers' selection of organic food, based on the post-acceptance model (PAM) and tasktechnology fit model. The empirical results indicated task characteristics and technology characteristics had the significant effects on confirmation of the expectations and perceived usefulness through the task-technology fit. Besides, the confirmation of expectations and perceived usefulness also influenced significantly the satisfaction and continuance intention, respectively. Finally, the results presented in this article would contribute to the practical and academic implications and recommendations on the promotion of organic food in the social media platform.