“…Social media marketing (SMM) is the relatively new activity of advertising one's company, causes, or ideas using social networking sites and other online communities (Akpan et al, 2022;Amoah & Jibril, 2021). Consumers and group members use a smartphone and web-based technology on online marketing platforms to share, co-create, discuss, and alter content, promoting the dissemination of information and developing interpersonal ties among the persons involved (Ifedi et al, 2024). User-generated material has helped increase the popularity of brand posts (Mason et al, 2021;Odoom et al, 2017), attract new customers, increase brand exposure and revenue, build customer loyalty, and even predict users' future purchase be saviors.…”