Social media and value creation: the role of interaction satisfaction

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MADANI AMIR HOSSEIN; DANAEI ABOLFAZL; JANDAGHI GHOLAMREZA

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Journal Paper

Paper Information

Journal: MODIRIAT-E-FARDA Year:2020 | Volume:19 | Issue:63 Page(s): 109-122

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Information Journal Paper

Title

Social media and value creation: the role of interaction satisfaction

Author(s)

MADANI AMIR HOSSEIN | DANAEI ABOLFAZL | JANDAGHI GHOLAMREZA | Issue Writer Certificate

Keywords

Interaction satisfactionQ1

social mediaQ1

value creationQ1

customer longevityQ1

Abstract

The variety of ways in which customers engage with brands through social media has become a challenge for brand managers. The challenge is how to use social media with a strategic approach and how much content to generate so that company-customer interactions can create value for the organization. For this reason, it is important to know to what extent brands should focus on social media engagement satisfaction and its role in creating value for the organization. In this study, researchers will use descriptive and inferential statistics to analyze the data collected from the questionnaire to find the answer to this question. Also, exploratory and confirmatory factor analysis along with structural equation model has been used for inferential data analysis. The results of this study suggest that high consumer satisfaction with brand interactions on social media is significantly effective in creating a higher customer longevity value for the brand. Also, high consumer satisfaction in brand interactions on social media has been effective in creating the value of higher customer influence for the brand, in creating the value of higher customer knowledge for the brand and in creating the value of customer knowledge.

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APA: Copy

MADANI, AMIR HOSSEIN, DANAEI, ABOLFAZL, & JANDAGHI, GHOLAMREZA. (2020). Social media and value creation: the role of interaction satisfaction. MODIRIAT-E-FARDA, 19(63 ), 109-122. SID. https://sid.ir/paper/380684/en

Vancouver: Copy

MADANI AMIR HOSSEIN, DANAEI ABOLFAZL, JANDAGHI GHOLAMREZA. Social media and value creation: the role of interaction satisfaction. MODIRIAT-E-FARDA[Internet]. 2020;19(63 ):109-122. Available from: https://sid.ir/paper/380684/en

IEEE: Copy

AMIR HOSSEIN MADANI, ABOLFAZL DANAEI, and GHOLAMREZA JANDAGHI, “Social media and value creation: the role of interaction satisfaction,” MODIRIAT-E-FARDA, vol. 19, no. 63 , pp. 109–122, 2020, [Online]. Available: https://sid.ir/paper/380684/en

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