author(s)
Husham Mayea Fazaa

abstract
The purpose of this research is to identify the impact of social marketing on customer relationship development. Within this framework, the impact of social marketing on customer acquisition, retention, and customer value enhancement is analyzed. Social marketing dimensions were categorized into three key aspects: the societal dimension (individual wellbeing), the organizational dimension (brand image of organization), and the consumer dimension (satisfaction of customers needs and wants). Similarly as the three social marketing dimensions, customer relationship building was also described through three dimensions: customer acquisition, customer value, and customer retention. The research problem narrows down to: How does social marketing impact customer relationship development, and customer loyalty and trust to the brand? The primary goal was to evaluate the relationship between a company's social marketing efforts and customer social brand equity, as well as the relationship this brand equity and the customer relationship. The study was conducted in the field on the telecommunications company Asia cell, where a questionnaire was distributed to a sample of (35) employees in the company. Data was analyzed using SPSS to determine descriptive statistics and standard deviations. There is evidence to support the verification of the first main hypothesis. Recall that the first main hypothesis stated that there is a statistically significant correlation between social marketing and building customer relationships. This means that the use of socially oriented marketing activities improves customer connections and deeper loyalty and trust. Based on these findings, the most notable of the recommendations the study offered was justifiable: social marketing’s inclusion, and its unique effect on relationship-enhancing and brand equity-building, within the robust marketing approach of the organization.