Facebook Experience Is Different

2016 ◽  
pp. 188-212
Author(s):  
Punita Duhan ◽  
Anurag Singh
Keyword(s):  
Social Media ◽  
Customer Experience ◽  
Brand Experience ◽  
Marketing Managers ◽  
Customer Experience Management ◽  
Indian Context ◽  
Social Media Platforms ◽  
Positive Impacts ◽  
Research Studies

Though the concept of experience was propounded decades ago, the terms such as Customer Experience Management, Brand Experience etc. have started gaining currency only recently. Renewed focus on the concept is the result of positive impacts of brand experience as evidenced by researches. Emergence of Social Media has provided the organizations with supplementary platforms to enhance customer experiences. The experiences of customers with various social media platforms may rub on to their experiences with the brands being promoted through these. Accordingly, present research studies the experience of select social media platforms in Indian context. Result revealed that the experience of Facebook was significantly favorable in comparison to the rest three platforms; however, a scope of improvement is evident. Result is important for platform developers as it helps them to improve their platforms and for Marketing managers as it guides them to associate their brands with the more favourable platforms in order to reap concomitant benefits.

Facebook Experience Is Different

2018 ◽  
pp. 323-348
Author(s):  
Punita Duhan ◽  
Anurag Singh
Keyword(s):  
Social Media ◽  
Customer Experience ◽  
Brand Experience ◽  
Marketing Managers ◽  
Customer Experience Management ◽  
Indian Context ◽  
Social Media Platforms ◽  
Positive Impacts ◽  
Research Studies

Though the concept of experience was propounded decades ago, the terms such as Customer Experience Management, Brand Experience etc. have started gaining currency only recently. Renewed focus on the concept is the result of positive impacts of brand experience as evidenced by researches. Emergence of Social Media has provided the organizations with supplementary platforms to enhance customer experiences. The experiences of customers with various social media platforms may rub on to their experiences with the brands being promoted through these. Accordingly, present research studies the experience of select social media platforms in Indian context. Result revealed that the experience of Facebook was significantly favorable in comparison to the rest three platforms; however, a scope of improvement is evident. Result is important for platform developers as it helps them to improve their platforms and for Marketing managers as it guides them to associate their brands with the more favourable platforms in order to reap concomitant benefits.

scholarly journals Principles for the production and dissemination of recruitment material for three clinical trials of an online intervention

Trials ◽  
2021 ◽  
Vol 22 (1) ◽  
Author(s):  
Stefan Rennick-Egglestone
Keyword(s):  
Social Media ◽  
Clinical Trials ◽  
Health Research ◽  
Online Intervention ◽  
Ethics Committee ◽  
Promotional Material ◽  
Media Campaigns ◽  
Social Media Platforms ◽  
Ethical Oversight ◽  
Research Studies

AbstractSome health research studies recruit participants through electronic mechanisms such as the placement of messages on social media platforms. This raises questions for ethics committee oversight, since effective social media campaigns might involve the production and dissemination of hundreds of contemporaneous messages. For the Narrative Experiences Online (NEON) study, we have developed nine principles to control the production and dissemination of promotional material. These have been approved by an ethics committee and enable the audit of our recruitment work. We propose that the drafting for approval of recruitment principles by health research studies may, in many cases, strike an appropriate balance between enabling ethical oversight of online recruitment work and the potential burden of message review.

Customer Experience: Extracting Topics From Tweets

2021 ◽  
pp. 147078532110475
Author(s):  
Manit Mishra
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Latent Dirichlet Allocation ◽  
Online Shopping ◽  
Customer Experience ◽  
Process Failure ◽  
Shopping Experience ◽  
Social Media Platforms ◽  
Media Platform ◽  
Moments Of Truth

The ubiquity of social media platforms facilitates free flow of online chatter related to customer experience. Twitter is a prominent social media platform for sharing experiences, and e-retail firms are rapidly emerging as the preferred shopping destination. This study explores customers’ online shopping experience tweets. Customers tweet about their online shopping experience based on moments of truth shaped by encounters across different touchpoints. We aggregate 25,173 such tweets related to six e-retailers tweeted over a 5-year period. Grounded on agency theory, we extract the topics underlying these customer experience tweets using unsupervised latent Dirichlet allocation. The output reveals five topics which manifest into customer experience tweets related to online shopping—ordering, customer service interaction, entertainment, service outcome failure, and service process failure. Topics extracted are validated through inter-rater agreement with human experts. The study, thus, derives topics from tweets about e-retail customer experience and thereby facilitates prioritization of decision-making pertaining to critical service encounter touchpoints.

Customer experience with the branded content: a social media perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Waqas ◽  
Zalfa Laili Hamzah ◽  
Noor Akma Mohd Salleh
Keyword(s):  
Social Media ◽  
Peer Review ◽  
Virtual Community ◽  
Customer Experience ◽  
Customer Engagement ◽  
Structured Interviews ◽  
Content Type ◽  
Product Categories ◽  
The Social ◽  
Social Media Platforms

PurposeSocial media platforms are important channels to create a favourable customer experience. The purpose of this paper is to investigate the types of experiences customers can have with the branded content on social media.Design/methodology/approachData were collected from 20 participants using semi-structured interviews. Thematic analysis was used to analyse the qualitative data.FindingsThe results identify seven types of branded content experience which are evoked when customers interact with branded content on social media. The results also suggest that branded content experience acts as a driver of consumer engagement with branded content which eventually leads to customers' sense of virtual community.Research limitations/implicationsThe findings provide theoretical implications for content creators. Further research should aim at comparing the branded content experience on different social media platforms and across different product categories.Originality/valueThis study contributes to customer engagement and experience literature in social media content by enhancing the understanding of branded content experience concept and its conceptual relationship with customer engagement in the social media context.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2019-0333

Brand Experiences, Retail Scenarios, and Brand Images in the Fashion Industry

2020 ◽  
pp. 291-313
Author(s):  
Manuela Valta ◽  
Donata Vianelli
Keyword(s):  
Consumer Behavior ◽  
Brand Management ◽  
Brand Image ◽  
Customer Experience ◽  
Brand Experience ◽  
Fashion Industry ◽  
Comprehensive Understanding ◽  
Fashion Brand ◽  
Customer Experience Management

Postmodern consumers experience fashion brands within numerous in-store and out-of-store contexts, and they tend to focus on their holistic experience with the brands across various retail scenarios. In a fashion brand context, the interaction of multiple retail environments greatly affects consumer behavior towards the brands. The objective of this chapter is to provide a review of the main issues related to brand management and customer experience management in a co-creation perspective. By overviewing the literature on brand management, retailing, and consumer behavior, the authors provide relevant insights for academics and practitioners to arrive at a more comprehensive understanding of the fashion brand experience and fashion brand image.

“It took me quite a long time to develop a voice”: Examining feminist digital activism in the Indian #MeToo movement

2020 ◽  
pp. 146144482094484
Author(s):  
Paromita Pain
Keyword(s):  
Social Media ◽  
Negative Consequences ◽  
Women's Activism ◽  
Digital Activism ◽  
Indian Context ◽  
Long Time ◽  
Social Media Platforms

As my analysis of the tweets and interviews with participants and activists of the resurgent #MeTooIndia movement in 2018 show, the work of elite activists and the risks they took were critical for the success of the campaign; however, there was an exclusion of suburban voices and experiences. The onerous and taxing nature of digital labors are an unrecognized feature of women’s activism online, especially in the Indian context, adding more work to women’s already rarely acknowledged and undervalued burdens of labor. Online action here may have been supplemented by offline action, but participants found little support otherwise. Compounding issues, as the interviews reveal, are social media platforms that by nature are sexist and this has negative consequences for online feminist advocacy.

HOW CAN CONNECTIVITY BE IMPACTFUL IN TRANSFORMING A TOURIST'S TRAVEL EXPERIENCE THROUGH SOCIAL MEDIA?

2020 ◽  
Author(s):  
Raja Choudhury ◽  
◽  
Vijay Tandon ◽  
Sasank Devarakonda ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Customer Experience ◽  
Physical World ◽  
Travel Experience ◽  
The Social ◽  
Social Media Platforms

Social media platforms are building up a huge part of today's technology. In this inevitable physical world, it's all about the superlative experience that a customer can witness in his/her destination w.r.t their pre-conceived notions. Moreover, tourism is an industry which is predominantly driven by consumers opinion where the social media turned out to be very effective tool in tapping customers imagination unlike any advertisement could till date. In this paper we would like to launch our emphasis on the role played by social media on tourists travel experience in terms of highlighting the travel engagement of the customers during their trip and at the same time we also add few insights on how social media is influencing the customer experience.

Managing the customer experience: a beauty retailer deploys all tactics

2019 ◽  
Vol 40 (1) ◽  
pp. 10-17 ◽  
Author(s):  
Clara Koetz
Keyword(s):  
Social Media ◽  
Best Practice ◽  
Case Analysis ◽  
Customer Experience ◽  
Customer Engagement ◽  
Content Type ◽  
Customer Experience Management ◽  
Study Results ◽  
Customer Delight ◽  
Shopping Experience

Purpose This paper aims to analyze the concept of customer experience in the marketing literature, identify its dimensions and applications in retail companies and integrate it with the concepts of touchpoints and consumer journey; some correlated concepts, such as customer delight and engagement, are also clarified, and an example of best practice customer experience management, using the beauty product company Sephora as a reference is provided. Design/methodology/approach The case analysis was based on an examination of available public documents, such as press articles, case studies and the content of beauty blogs and social media (Facebook and YouTube) from 2014 to 2017; Sephora’s social media communities (Beauty Talk, The Glossy and Sephora TV); the company’s website and mobile application; and physical stores and Sephora Flash (a mix of a physical and digital store). Findings Four categories emerged from the analysis, namely, to provide an enhanced omni-channel shopping experience, to reward loyalty and to bond with customers, to promote social shopping experiences and to delight customers. Practical implications The study results provide retail managers important insights for maximizing customer experience across different touchpoints and throughout the whole journey to increase customer engagement and loyalty. Originality/value The paper provides clear theoretical and practical basis for customer experience management, based on an analysis of the concepts of customer experience, delight and engagement, as well as a case analysis of a company that excels in this area.

scholarly journals Customer experience management: New game strategy for competitiveness

2014 ◽  
Vol 3 (3) ◽  
pp. 52-60
Author(s):  
Sivave Mashingaidze
Keyword(s):  
Supply Chain ◽  
Supply Chain Management ◽  
Literature Review ◽  
Banking Sector ◽  
Customer Experience ◽  
Brand Experience ◽  
Extensive Literature ◽  
Chain Management ◽  
Customer Experience Management ◽  
The Relationship

The main objective of this article was to do an extensive literature review of articles on customer experience management to explain the relationship between customer experience management and its factors which are supply chain management, location experience, packaging and labeling experience, atmosphere, service mix experience, promotion, customer experience, brand experience, and price experience for recommendation to the banking sector in Zimbabwe. Five modules of customer experience management which are sense, feel, think, act, and relate have also been reviewed and explored in the literature review. Findings showed that customer experience management factors contribute very much as a strategy to competitiveness in business. The article concluded by suggesting and recommending the adopting of customer experience management as a new game strategy

scholarly journals Impact of Social Media Satisfaction on Brand Experience

2021 ◽  
Vol 11 (4) ◽  
pp. 2831-2835
Author(s):  
Dr. Ruhi Bakhare ◽  
Avinash Shende
Keyword(s):  
Social Media ◽  
Positive Impact ◽  
Brand Experience ◽  
Communication Tool ◽  
Social Media Platform ◽  
Social Media Platforms ◽  
Media Platform ◽  
Use Of Social Media ◽  
Vital Element

This study is significant in in the area of identifying the specific way discussion or chats happen between consumers and companies which is a very vital element of advertising. Nowadays, with the increase in the use of social media, these communications may have more members, who may join the conversation across any network from anywhere, and that too instantaneously. The various social media platforms like Facebook, twitter, YouTube etc. offer an opportunity for many companies to get involved with consumers. These company may use multiple mediums of communication on social media platforms and permit consumers to get connected with each other as well as brand representative. Thus, it becomes vital for the companies to know the effectivity of these social media platform as a communication tool and to what extent it affects the consumer’s brand experience. Indeed, it is a common practice adopted by all the consumers to browse about the product or service which they intend to buy on various social media and check the reviews or comments made about them before buying. This study tries to identify whether there is any positive impact of Brand Experience has on Social Media Satisfaction.

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