Social media and value creation: the role of interaction satisfaction
Subject Areas :
Seyed Amir Hossein Madani
1
()
Abolfazl Danaei
2
()
gholamreza jandaghi
3
(Tehran University)
Keywords: Interaction satisfaction social media value creation customer longevity,
Abstract :
The variety of ways in which customers engage with brands through social media has become a challenge for brand managers. The challenge is how to use social media with a strategic approach and how much content to generate so that company-customer interactions can create value for the organization. For this reason, it is important to know to what extent brands should focus on social media engagement satisfaction and its role in creating value for the organization. In this study, researchers will use descriptive and inferential statistics to analyze the data collected from the questionnaire to find the answer to this question. Also, exploratory and confirmatory factor analysis along with structural equation model has been used for inferential data analysis. The results of this study suggest that high consumer satisfaction with brand interactions on social media is significantly effective in creating a higher customer longevity value for the brand. Also, high consumer satisfaction in brand interactions on social media has been effective in creating the value of higher customer influence for the brand, in creating the value of higher customer knowledge for the brand and in creating the value of customer knowledge.
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