The Role of Social Media in Achieving Customer Immersion: An Exploratory Study of the Opinions of a Sample of Customers of Tourism and Travel Companies in Karbala

  • Hawraa Thamer Mahdi
  • Suhad Barqi Kamel
  • Athraa Hadi Kadhim
Keywords: social media, customer immersion, travel and tourism companies in Karbala


The increasing number of social media users is a potential area for organizations in the field of tourism as organizations interact with their customers in a more efficient way. This technology can be used as an effective tool to create interactions between organizations and customers. The purpose of this research is to reveal the importance of social media use and customer immersion. Therefore, this study is considered an applied and descriptive research study. The results show that immersion in social media interactions creates customer value for brands. Immersion in interaction has positive effects on creating value for customers. The results of this study show the importance of creating social media platforms for brands to maximize interactions between customers and organizations. The more organizations increase their activities and interactions on social media, the better customer immersion they will get. As a population for the study, a sample of (150) customers was selected.


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How to Cite
Mahdi, H. T., Kamel, S. B., & Kadhim, A. H. (2024). The Role of Social Media in Achieving Customer Immersion: An Exploratory Study of the Opinions of a Sample of Customers of Tourism and Travel Companies in Karbala. European Journal of Science, Innovation and Technology, 4(2), 321-329. Retrieved from