The chapter builds on previous research and offers an updated theoretical model to
determine the relationships among social media technologies, customer experience flow …

Purpose Social customer relationship management (SCRM) is an evolving strategy gaining
prominence in the hotel industry by cultivating new, improved relationships through …

Brand pages on social networking sites represent excellent vehicles for customer
relationship management. These pages enable companies to interact with their customers …

Traditional big data analytics do not include the contextual facets that social media
narratives and customer engagement do. There is currently a gap in research on how …

Motivation: The COVID-19 pandemic has changed consumer behaviors spanning all areas
of life and signaled a profound and long-term challenge to businesses. Understanding the …

In the rapidly evolving landscape of digital marketing, the influence of social media on
consumer behavior has become a focal point of scholarly inquiry. This study delves into the …

Businesses heavily depend on social media to engage with customers, utilizing various
platforms for interaction, feedback, and promoting products. The influence of social media on …

Social Media has totally changed the way companies relate to the market, opening a vast
array of new opportunities for firms to reinvent customer interactions. The strategic use of …

Purpose The purpose of this study is to examine how customers' perceptions of brands'
social media interactivity impact customer engagement behaviors (CEBs)(eg customer …

This research investigates the intricate relationships between social media engagement,
customer reviews, and brand perceptions in the retail industry. Through a qualitative …