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A New Perspective for Marketing: The Impact of Social Media on Customer Experience

Author

Listed:
  • Ayoub Asad

    (Faculty of Business and Economics, University of Pécs, Pécs, Hungary)

  • Balawi Ayman

    (Faculty of Business and Economics, University of Pécs, Pécs, Hungary)

Abstract

Objective: The purpose of this paper is to examine the impact of social media on customer experience and how companies can use social media to enhance the experience of customers.

Suggested Citation

  • Ayoub Asad & Balawi Ayman, 2022. "A New Perspective for Marketing: The Impact of Social Media on Customer Experience," Journal of Intercultural Management, Sciendo, vol. 14(1), pages 87-103, March.
    • Handle: RePEc:vrs:joinma:v:14:y:2022:i:1:p:87-103:n:1
    DOI: 10.2478/joim-2022-0003
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    References listed on IDEAS

    as
    1. Jacobson, Jenna & Gruzd, Anatoliy & Hernández-García, à ngel, 2020. "Social media marketing: Who is watching the watchers?," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    2. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    3. Clara Koetz, 2019. "Managing the customer experience: a beauty retailer deploys all tactics," Post-Print hal-02057755, HAL.
    4. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    5. Cambra-Fierro, Jesús & Polo-Redondo, Yolanda & Trifu, Andreea, 2021. "Short-term and long-term effects of touchpoints on customer perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Sarah Silvia, 2019. "The Importance of Social Media and Digital Marketing to Attract Millennials’ Behavior as a Consumer," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 4(2), pages 7-10, January.
    7. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    8. Chen, Shih-Chih & Lin, Chieh-Peng, 2019. "Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction," Technological Forecasting and Social Change, Elsevier, vol. 140(C), pages 22-32.
    9. Szabolcs Nagy & Noemi Hajdu, 2021. "Consumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 155-155, February.
    10. Mirkó Gáti & András Bauer, 2019. "Marketing Decision-Making in Hungarian SMEs," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 39-59.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media; customer experience; marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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