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
Keywords:
social media, customer immersion, travel and tourism companies in Karbala
Abstract
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.
References
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Klobas, J. E., & McGill, T. J. (2010). The role of involvement in learning management system success. Journal of Computing in Higher Education, 22, 114-134. https://doi.org/10.1007/s12528-010-9032-5
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O'Cass, A., & Carlson, J. (2010). Examining the effects of website‐induced flow in professional sporting team websites. Internet Research, 20(2), 115-134. https://doi.org/10.1108/10662241011032209
Park, H., & Cho, H. (2012). Social network online communities: Information sources for apparel shopping. Journal of Consumer Marketing, 29(6), 400-411. https://doi.org/10.1108/07363761211259214
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Sago, B. (2011). The usage level and effectiveness of quick response (QR) codes for integrated marketing communication purposes among college students. International Journal of Integrated Marketing Communications, 3(2), 7-17.
Tkaczyk, J. (2017). Consumer involvement in the purchase of food products and the willingness to generate feedback through word-of-mouth communication. Journal of Agribusiness and Rural Development, 45(3), 685-692. https://doi.org/10.17306/J.JARD.2017.00366
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Watzlawick, P., Bavelas, J. B., & Jackson, D. D. (2011). Pragmatics of human communication: A study of interactional patterns, pathologies and paradoxes. W. W. Norton & Company.
Zhang, Z., Peng, Q., & Gu, P. (2015). Improvement of user involvement in product design. Procedia CIRP, 36, 267-272. https://doi.org/10.1016/j.procir.2015.01.079
Al-Raamadan, N. S. A., & Hasan, M. F. (2022). Using options futures derivatives weather in hedging. Technium Social Sciences Journal, 31, 430-443.
Awad, A., & Eaton, T. (2013). The media of Iraq ten years on. The problems, the progress. Bloomsbury Academic.
Barry, W. A., & Bouvier, G. (2012). Cross-cultural communication: Arab and Welsh students' use of Facebook. Journal of Arab & Muslim Media Research, 4(2-3), 165-184. https://doi.org/10.1386/jammr.4.2-3.165_1
Behe, B. K., Bae, M., Huddleston, P. T., & Sage, L. (2015). The effect of involvement on visual attention and product choice. Journal of Retailing and Consumer Services, 24, 10-21. https://doi.org/10.1016/j.jretconser.2015.01.002
Beyari, H., & Abareshi, A. (2019). An empirical study of how social influence impacts customer satisfaction with social commerce sites. In A. Khampro, A. Wongittharom, D. Roongpibul, & S. Sommai (Eds.), Recent trends in data science and soft computing: Proceedings of the 3rd International Conference of Reliable Information and Communication Technology (IRICT 2018) (pp. 973-984). Springer International Publishing. https://doi.org/10.1007/978-3-030-04840-7_77
Bhaduri, G., & Stanforth, N. (2016). Evaluation of absolute luxury: Effect of cues, consumers' need for uniqueness, product involvement and product knowledge on expected price. Journal of Fashion Marketing and Management, 20(4), 471-486. https://doi.org/10.1108/JFMM-05-2016-0041
Champoux, V., Durgee, J., & McGlynn, L. (2012). Corporate Facebook pages: When "fans" attack. Journal of Business Strategy, 33(2), 22-30. https://doi.org/10.1108/02756661211206717
Chung, J., & Tan, F. B. (2004). Antecedents of perceived playfulness: An exploratory study on user acceptance of general information-searching websites. Information & Management, 41(7), 869-881. https://doi.org/10.1016/j.im.2003.08.016
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
Del Rosario-Raymundo, M. R. (2017). QR codes as mobile learning tools for labor room nurses at the San Pablo Colleges Medical Center. Interactive Technology and Smart Education, 14(2), 138-158. https://doi.org/10.1108/ITSE-08-2017-0038
Flayyih, H. H., & Hasan, M. F. (2023). Measuring the level of banking performance according to the requirements of comprehensive quality management: An application study. International Journal of Economics and Business Studies, 4(1), 1-13. https://doi.org/10.55270/ijebs.v4i1.15
Goi, C. L. (2014). The impacts of social media on the local commercial banks in Malaysia. Journal of Internet Banking and Commerce, 19(1), 1-10. http://www.icommercecentral.com/open-access/the-impacts-of-social-media-on-the-local-commercial-banks-in-malaysia.php?aid=38177
Hansson, L., Wrangmo, A., & Solberg Søilen, K. (2013). Optimal ways for companies to use Facebook as a marketing channel. Journal of Information, Communication and Ethics in Society, 11(2), 112-126. https://doi.org/10.1108/JICES-12-2012-0024
HASAN, M. F. (2022). Bank mergers and acquisitions trends under recent crises. Iconic Research and Engineering Journals, 6(2), 233-238. https://doi.org/10.53096/irejxxi06022022m139
Hasan, M. F., & Al-Ramadan, N. S. (2021). Cyber-attacks and cyber security readiness: Iraqi private banks case. Social Science and Humanities Journal, 5(8), 2312-2323. https://doi.org/10.48020/sshj.v5i8.1916
Hepola, J., Karjaluoto, H., & Hintikka, A. (2017). The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement. Journal of Product & Brand Management, 26(3), 282-293. https://doi.org/10.1108/JPBM-10-2016-1348
Hollebeek, L. D., & Chen, T. (2014). Exploring positively-versus negatively-valenced brand engagement: A conceptual model. Journal of Product & Brand Management, 23(1), 62-74. https://doi.org/10.1108/JPBM-06-2013-0332
Ketelaar, P. E., Janssen, L., Vergeer, M., van Reijmersdal, E. A., Crutzen, R., & van't Riet, J. (2016). The success of viral ads: Social and attitudinal predictors of consumer pass-on behavior on social network sites. Journal of Business Research, 69(7), 2603-2613. https://doi.org/10.1016/j.jbusres.2015.10.151
Kirkpatrick, D. (2011). The Facebook effect: The inside story of the company that is connecting the world. Simon and Schuster.
Klobas, J. E., & McGill, T. J. (2010). The role of involvement in learning management system success. Journal of Computing in Higher Education, 22, 114-134. https://doi.org/10.1007/s12528-010-9032-5
Lindell, M. K., & Whitney, D. J. (2001). Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology, 86(1), 114-121. https://doi.org/10.1037/0021-9010.86.1.114
Mathwick, C., & Rigdon, E. (2004). Play, flow, and the online search experience. Journal of Consumer Research, 31(2), 324-332. https://doi.org/10.1086/422111
Mou, J., & Benyoucef, M. (2021). Consumer behavior in social commerce: Results from a meta-analysis. Technological Forecasting and Social Change, 167, 120734. https://doi.org/10.1016/j.techfore.2021.120734
Mucan, B., & Özeltürkay, E. Y. (2014). Social media creates competitive advantages: How Turkish banks use this power? A content analysis of Turkish banks through their webpages. Procedia-Social and Behavioral Sciences, 148, 137-145. https://doi.org/10.1016/j.sbspro.2014.07.028
O'Cass, A., & Carlson, J. (2010). Examining the effects of website‐induced flow in professional sporting team websites. Internet Research, 20(2), 115-134. https://doi.org/10.1108/10662241011032209
Park, H., & Cho, H. (2012). Social network online communities: Information sources for apparel shopping. Journal of Consumer Marketing, 29(6), 400-411. https://doi.org/10.1108/07363761211259214
Rabea'Hadi, M., Hasan, M. F., Flayyih, H. H., & Hussein, M. K. (2023). Green banking: A literature review on profitability and sustainability implications. Ishtar Journal of Economics and Business Studies, 4(2), 1-6. https://doi.org/10.55097/2070-8083.4.2.4
Rose, S., Hair, N., & Clark, M. (2011). Online customer experience: A review of the business-to-consumer online purchase context. International Journal of Management Reviews, 13(1), 24-39. https://doi.org/10.1111/j.1468-2370.2010.00280.x
Sago, B. (2011). The usage level and effectiveness of quick response (QR) codes for integrated marketing communication purposes among college students. International Journal of Integrated Marketing Communications, 3(2), 7-17.
Tkaczyk, J. (2017). Consumer involvement in the purchase of food products and the willingness to generate feedback through word-of-mouth communication. Journal of Agribusiness and Rural Development, 45(3), 685-692. https://doi.org/10.17306/J.JARD.2017.00366
Turban, E., Strauss, J., & Lai, L. (2016). Supporting theories and concepts for social commerce. In E. Turban, J. Strauss, & L. Lai (Eds.), Social commerce: Marketing, technology and management (pp. 47-72). Springer International Publishing. https://doi.org/10.1007/978-3-319-17028-2_3
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266. https://doi.org/10.1177/1094670510375599
Watzlawick, P., Bavelas, J. B., & Jackson, D. D. (2011). Pragmatics of human communication: A study of interactional patterns, pathologies and paradoxes. W. W. Norton & Company.
Zhang, Z., Peng, Q., & Gu, P. (2015). Improvement of user involvement in product design. Procedia CIRP, 36, 267-272. https://doi.org/10.1016/j.procir.2015.01.079
Published
2024-04-30
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 https://ejsit-journal.com/index.php/ejsit/article/view/420
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Copyright (c) 2024 Hawraa Thamer Mahdi, Suhad Barqi Kamel, Athraa Hadi Kadhim
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