Examining customer behavior considering the role of social media marketing activity and customer experience

Document Type : Research Paper

Authors

1 Associate Professor, Department of Mathematics, Kashmar Higher Education Institute, Kashmar, Iran

2 MSc, Department of Business Administration, Payam Noor University, Tehran, Iran

10.22034/cbsj.2025.138038.2416

Abstract

Social media have played an important role in the marketing strategy of the first company of Khorasan Razavi. As a part of digital marketing, social networks can be used to establish direct communication and good relations with customers. This research is practical in terms of the type and nature of the problem and research objectives, and according to the method of collecting information and data, it is descriptive of survey-correlation type. The statistical population of this research includes the customers of the first companion company in Mashhad city. Based on Morgan's table, 384 questionnaires were distributed and collected. Sampling has been done using a simple random sampling method. In order to collect research data, a standard 54-question questionnaire was used for its validity, face validity and expert approval and construct validity were used, and Cronbach's alpha was used and confirmed for the reliability of the questionnaires. In order to analyze the data in the descriptive statistics section, spss software and inferential statistics using structural equation modeling using PLS3 software were used. The results showed that social media marketing and customer experience have a significant impact on the quality of customer communication, which also has a positive impact on the social customer journey. This research will guide the first companion company to update the marketing content of its social network sites and follow the dimensions of social media marketing and customer experience to achieve the marketing goal and create sustainable performance.

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References

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