Open AccessAnalyzing the role of social media marketing in changing customer experience
Author(s) -
Abdallah Q. Bataineh
Publication year - 2022
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2022.3.005
Subject(s) - interactivity , marketing , social media , expectancy theory , relevance (law) , structural equation modeling , social influence , quality (philosophy) , business , unified theory of acceptance and use of technology , incentive , social marketing , promotion (chess) , advertising , psychology , computer science , economics , social psychology , philosophy , multimedia , epistemology , machine learning , politics , world wide web , political science , law , microeconomics
Social media is becoming more and more popular as a medium for marketing and promotion. Banks, for example, have spent a substantial amount of time, efforts, as well as finances marketing their products. Nevertheless, figuring out how businesses may use social media marketing to reach customers and encourage them to remain loyal is really a challenge. Therefore, the study purpose is to identify as well as test the key sections of social media marketing that can anticipate improvements in customer experience. The conceptual framework was proposed using seven variables (performance expectancy, hedonic incentive, and habit) from the expanding Unified Theory of Acceptance and Use of Technology (UTAUT2), as well as interactivity, information quality, perceived relevance and purchase intention. The research data was gathered through 437 questionnaires from banks customers. The validity of the existing model and the strong impact of performance expectancy, hedonic motivation, interactivity, information quality, and perceived relevance on customer experience were significantly supported by the primary results of structural equation modeling (SEM). This research should give marketers with a lot of theoretically and practically recommendations on how to organize and conduct social media marketing effectively