Social Media as a Strategic Marketing Communication Tool in Palestinian Mobile Telecom Companies - Business to Customers Relationship Perspective

Diebes, Hala M.Y.; Iriqat, Raed A. M.

doi:10.32479/irmm.7714

Cited by 6 publications

(5 citation statements)

References 22 publications

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“…(Bharadwaj & Shipley, 2020;Liang, 2021;Lyu, 2021). Several studies have found that marketing communication will create quality relationships between companies and their customers (Diebes & Iriqat, 2019;Ipang, et al, 2021;Özsaçmacı & Dursun, 2020). In this study, researchers expect communication effectiveness to influence customer engagement.…”

Section: Communication Effectivenessmentioning

confidence: 81%

Customer Commitment Model Based On Gender Through Communication Effectiveness With Customer Engagement As A Mediation Variable In Shopee Indonesia Customers

2023

qas

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Online shopping has experienced a positive increase in Indonesia. Shopee is one of the e-commerce sites that is unique among competitors because females dominate the customer segment. This study aims to create a model of communication effectiveness based on gender in influencing customer engagement and its implications for commitment. The research was conducted by surveying male and female customers, each with a total of 200 people. Hypothesis testing was carried out with SEM-PLS. The results of the analysis revealed that there were differences between the commitment models of male and female customers. In female customers, interaction, attention, and Enthusiasm affected commitment. Communication effectiveness affected commitment with interaction, attention, and Enthusiasm as mediation. Interaction, attention, and absorption affected commitment in the male customers model. Communication effectiveness affected commitment with interaction, attention, and absorption as mediation.

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Section: Communication Effectivenessmentioning

confidence: 81%

Customer Commitment Model Based On Gender Through Communication Effectiveness With Customer Engagement As A Mediation Variable In Shopee Indonesia Customers

2023

qas

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“…This will assist you keep the clients you now have while also attracting new ones. Because of recent improvements in customer relationship management (CRM), businesses are now able to better understand the requirements and preferences of the clients they serve [15]. This transformation, which is made possible by a knowledge of the firm's existing clientele, is enabled by the CRM strategy that is used by the company to help customers in the process of being transformed into resources [16].…”

Section: Advancement Of Customer Relationship Managementmentioning

confidence: 99%

The Advantage of Customer Relationship Management in Increasing a Company's Income and Reducing Expenditures

Akseptori¹,

Bobsaid²

2022

J. Appl. Manag. Bus.

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It is imperative that a company's customer relationship management (CRM) strategy places a focus on steadily elevating the quality of service that is offered to the company's clientele in order for the business to achieve financial and operational success. The consumers' impressions of the company may be influenced by supporters, who can also inform, instruct, and enlighten them about the various available choices. It is not entirely out of the realm of possibility for a firm to profit from social turmoil by using a variety of different technological strategies. Programs that are intended to maintain consumers as repeat clients are variously referred to as recurrent marketing programs, club participation programs, and customer loyalty programs. All of these programs are essentially the same thing. When a company is able to properly manage its connections with its clients, they see a decrease in the number of customers who opt to discontinue doing business with that particular company. This is because the firm is better able to maintain positive relationships with its clientele. This is due to the fact that satisfied consumers are more inclined to speak positively about a certain firm to other people. The use of CRM paves the way for the company to obtain better levels of income while simultaneously minimizing the levels of operational expenses it incurs.

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“…Organisations that implement social media marketing strategies after taking customer concerns and ideas into consideration may emerge as winning organisations (Diebes & Iriqat, 2019). The theoretical framework of the present study is based on a model for a customer engagement cycle introduced by Sashi (2012), which encompasses seven stages, namely, connection, interaction, satisfaction, retention, commitment, advocacy, and engagement.…”

Section: Smes' Awareness Of Customer Perspectives On Social Mediamentioning

confidence: 99%

“…They assess how people spend their time online and create entertaining content to boost brand exposure (Lindsey-Mullikin & Borin, 2017). Therefore, there is a timely need for organisations to understand how customers perceive and react to the shared content on social media, if they are to boost their organisational growth (Diebes & Iriqat, 2019). Hence, the following hypothesis is formulated: H2: SMEs' awareness of customer perspectives towards social media has an impact on business performance…”

Section: Smes' Awareness Of Customer Perspectives On Social Mediamentioning

confidence: 99%

Impact of social media on business performance: with reference to small and medium enterprises, Western Province, Sri Lanka

Gunawardane

Dulanjana

Siriwardana

et al. 2022

Sri Lanka J. Soc. Sci.

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Social media plays as an advertising mechanism an integral part in enabling business organisations to reach new horisons in the modern world. Inspired by the rapid penetration of clienteles made possible by social media platforms, organisations across the globe embark on exploring opportunities available for them to strengthen their brand relationships and promote their goods and services in new territories. Against this background, this paper aims to identify the impact of social media on the marketing aspect of small and medium-scale enterprises (SMEs) in Sri Lanka. It involves conducting empirical research to test the hypothesised relationships between SMEs and social media based on the conceptual framework developed after reviewing the relevant literature. The data were gathered by distributing a structured questionnaire among a sample of 101 respondents from the Western Province of Sri Lanka who operate their businesses along with an established social media presence. In the course of analysing the data, the hypotheses were tested using the method of multiple regression analysis. The results reveal that the incorporation of social media in advertising helps SMEs boost their awareness of customer perspectives and strengthen their customer relations and thereby having a significant impact on their business performance. The study also explains the implications and benefits of social media in developing the marketing aspect of SMEs.

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Social Media as a Strategic Marketing Communication Tool in Palestinian Mobile Telecom Companies - Business to Customers Relationship Perspective

Cited by 6 publications

References 22 publications

Customer Commitment Model Based On Gender Through Communication Effectiveness With Customer Engagement As A Mediation Variable In Shopee Indonesia Customers

Customer Commitment Model Based On Gender Through Communication Effectiveness With Customer Engagement As A Mediation Variable In Shopee Indonesia Customers

The Advantage of Customer Relationship Management in Increasing a Company's Income and Reducing Expenditures

Impact of social media on business performance: with reference to small and medium enterprises, Western Province, Sri Lanka

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