Designing a customer experience and response improvement model using social media marketing

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Business Management, Kish International Campus, University of Tehran, Tehran, Iran

2 Prof., Department of Information Technology Management, Faculty of Management, University of Tehran, Tehran, Iran

3 Prof., Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran

10.34785/J018.2019.755

Abstract

The purpose of the present study is to design a model for enhancing customer experience and response using social media marketing. Therefore, identifying the categories that will enhance the customer experience and response and the strategies needed in this regard are the goals of this study. This research is based on a systematic foundation data theory approach. The sampling method is theoretical. Data were collected through interviews that continued until theoretical saturation. A total of 14 clients and experts from social media marketing related to apparel and in Isfahan. Data analysis was done through open, axial and selective coding and finally the research model was obtained. The results of this study show that the categories of time management, cost management, leisure management, choosing the right product, desire for comfort and social influence are the national factors that drive customer participation and use of social media marketing. This has led to customer experience and responsiveness through the strategies of the present study, namely social media capabilities, customer mobility and perceived value.

Keywords

References

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Consumer Behavior Studies Journal
Volume 6, Issue 1
August 2019
Pages 287-309

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