Understanding Customer Experiences Through Social Media Analysis of Three Giants of Soft Drink Industry

Ali, Tahir; Ahmad, Ishtiaque; Rehman, Attiq Ur; Kamal, Shahid

doi:10.1109/besc.2018.8697304

Cited by 4 publications

(12 citation statements)

References 16 publications

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“…Even though companies nowadays realize the significance of social media for promotion, brand awareness, and customer engagement, managing and selecting appropriate social media remains a challenge to address the target audience. Studies show that various social media types and the area of application are somewhat different from each one (He et al 2016, Mark 2018, Ali et al 2018. Mark (2018) divides social media into six major categories, and this classification has also been reflected by Ali et al (2018).…”

Section: A Review On Social Media Types and Applicationsmentioning

confidence: 99%

“…Studies show that various social media types and the area of application are somewhat different from each one (He et al 2016, Mark 2018, Ali et al 2018. Mark (2018) divides social media into six major categories, and this classification has also been reflected by Ali et al (2018). Whereas He et al (2016) categorize social media into six but with different terminologies, as shown in Table 1.…”

Section: A Review On Social Media Types and Applicationsmentioning

confidence: 99%

“…Table 1. Types of social media Mark 2018, Ali et al 2018 1. Networks (e.g., Facebook and LinkedIn) 2.…”

Section: A Review On Social Media Types and Applicationsmentioning

confidence: 99%

“…As we are in the age of information, the way people communicate, learn, and share information shows an unprecedented fast race (Jacobson et al 2020). Especially, since the early 2000s, people have been experiencing new modes of communication, which is called social media, that can connect individuals/organizations around the world in a fraction of seconds or microseconds (Abdelmoety & Gounaris 2015, Ali et al 2018. Today, about 45.5% of the world population, which is 3.6 billion users log in, peruse, or make conversation with others on social media (Statista 2021).…”

Section: Introductionmentioning

confidence: 99%

“…It can also be referred to as services that offer an opportunity to connect with friends and share messages, e.g., Facebook, Twitter, and Instagram (Noordhuis et al 2010, Eger et al 2020. Comparing these social media to traditional media enables individuals and companies to quickly build online communities and promote a two-way, participatory conversation with customers, which is hardly done with the conventional one-way broadcasting (He et al 2016, Ali et al 2018, Silvia 2019. Besides, two fundamental differences are well observed between the two media.…”

Section: Introductionmentioning

confidence: 99%

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

Fanta

Balawi

2022

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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 select, target, and 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 (289) search query results, over forty-five articles were synthesized after imposing limiters, removing duplicates, and imposing none-business settings. MOST IMPORTANT RESULTS Social media is a multi-purpose tool that offers services ranging from brand awareness creation, advertisement, product sales information, to soliciting post-purchase customers' experience and then catalyzes two-way communication between marketers and users. Its effectiveness depends not only on selecting social media and posting at the right time but also on designing the right content based on the nature of a product: hedonic or functional. The social media content of hedonic products, consumed for enjoyment and luxury purposes, has more customer reactions than functional products consumed as common goods. Besides, as customers rely more on other customers' reviews, user-generated content is more valuable than firm-generated content, especially for hedonic products. Thus, the content-product-media match must find its proper place. Additionally, the authors elaborated on the relationship between 4 touching points (brand-owned, partner-owned, customer-owned, social/independent, based on (Verhoef and Lemon 2016) and 3 stages of the purchase process (pre-purchase, during purchase, post-purchase). RECOMMENDATIONS Customer experience analysis should include all affective, physical, cognitive, sensorial, emotional, and social responses of customers towards brands. A company also needs to identify and, thoroughly, keep tracing customers' reactions at all touchpoints in all purchase journey phases using tools like 'SentiStrength' and 'Weka software'. It should be a top priority for management. They should place a responsible person or team to utilize social media and collect data on customer's experience in a separate IT-supported office.

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Section: A Review On Social Media Types and Applicationsmentioning

confidence: 99%