Social Media as Effective Tool for Understanding Customer Experience: A Systematized Review

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Social Media as Effective Tool for Understanding Customer Experience: A Systematized Review

THE AIMS OF THE PAPER

Social media play an indispensable role in utilizing, building, and promoting companies' brands and communicating customer's experience in the current digital age. However, literature has not sufficiently addressed how social media could be utilized to understand customer experience. This paper, hence, aims to describe the roles and importance of social media in knowing about customers experience and offers tips for companies on how to selecttargetand deliver the right content for the social media platforms at all touch points along their purchasing journey.

METHODOLOGY

The systematized review (SR) method was followed to trace out & analyze the data. The EBSCO discovery of science was utilized to search for articles. Among the databases in it, emphasis was given to academic search complete, business source premium & science direct. Out of the total (two hundred eighty-nine) search query results, over forty-five articles were synthesized after imposing limiters, removing duplicates, and imposing none-business settings.

MOST IMPORTANT RESULTS

RECOMMENDATIONS

INTRODUCTION

RESEARCH METHODOLOGY

SOCIALMEDIA:AGLOBAL TRENDINMARKETING AND CONSUMER BEHAVIQR

A Review on Social Media Types and Applications

CONCEPTS AND ORIGIN OF CUSTOMERS: A NEW PARADIGM FOR CUSTOMER CENTRICITY

Definition and Types of Customers' Experience

Enhancing Customer Experience: The Role of Touchpoints in Customer's Journey

ADOPTIONANDUTILIZATION OF SOCIAL MEDIA: THE CHALLENGES AND OPPORTUNITIES FOR A COMPANY

Managing Risk in Social Media: An Effective Strategy for Brands and Competitive Intelligence

Sentiment AnalysisinSocial Media: An Application for Customer's Experience

CONCLUSIONANDIMPLICATION

Overview

The document investigates how social media serves as a multifaceted tool for understanding customer experiences in today's digital landscape. By providing strategies for selecting effective content and analyzing customer feedback, it aims to assist companies in enhancing their engagement with consumers across various touchpoints.

Key Points

1Social media impacts brand awareness and customer engagement
2User-generated content is more valued than firm-generated content
3The effectiveness of social media content varies by product type
4Companies must analyze customer feedback at all stages of the purchasing journey
5Emotional and cognitive responses are crucial in understanding customer experience

Details

Authors: Adisu Fanta Bate, Ayman Balawi
Category: Business and Finance

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