<abstract xmlns="http://www.w3.org/1999/xhtml">

<bold>Objective:</bold> The purpose of this paper is to examine the impact of social media on customer experience and how companies can use social media to enhance the experience of customers.
<bold>Methodology:</bold> Literature synthesis method was followed to trace out and analyse the data. The EBSCO Discovery of Science and Google Scholar databases were used to find the articles. Over thirty articles were produced from the total (190) search query results after applying limiters, deleting duplicates, and enforcing non-business settings.
<bold>Findings:</bold> Social media has a considerable impact on customer experience due to its widespread and easy access by customers. It enabled companies to classify customers, get a lot of information about them, and get very fast feedback about their impressions related to their product or services. Social media may have a positive or negative impact on customer experience, so the role of management is important to manage these media in a way that will benefit the company and support it to achieve its objectives.
<bold>Value Added:</bold> This article provides a clear picture on exploring the impact of social media on customer experience. The results of the research can be used to guide companies on how to use social media to enhance the experience of customers.
<bold>Recommendations:</bold> Companies should smartly manage social media and employ qualified staff to improve the customer’s experience and avoid the side effects that this type of media may have on customer experience. In addition, customer experience should be a strategic goal because it helps the company meet its overall goals.
</abstract>

Objective: The purpose of this paper is to examine the impact of social media on customer experience and how companies can use social media to enhance the experience of customers.
Methodology: Literature synthesis method was followed to trace out and analyse the data. The EBSCO Discovery of Science and Google Scholar databases were used to find the articles. Over thirty articles were produced from the total (190) search query results after applying limiters, deleting duplicates, and enforcing non-business settings.
Findings: Social media has a considerable impact on customer experience due to its widespread and easy access by customers. It enabled companies to classify customers, get a lot of information about them, and get very fast feedback about their impressions related to their product or services. Social media may have a positive or negative impact on customer experience, so the role of management is important to manage these media in a way that will benefit the company and support it to achieve its objectives.
Value Added: This article provides a clear picture on exploring the impact of social media on customer experience. The results of the research can be used to guide companies on how to use social media to enhance the experience of customers.
Recommendations: Companies should smartly manage social media and employ qualified staff to improve the customer’s experience and avoid the side effects that this type of media may have on customer experience. In addition, customer experience should be a strategic goal because it helps the company meet its overall goals.

A New Perspective for Marketing: The Impact of Social Media on Customer Experience

Journal of Intercultural Management

This work is licensed under the Creative Commons Attribution 4.0 International License.

Objective: The purpose of this paper is to examine the impact of social media on customer experience and how companies can use social media to enhance the...

A New Perspective for Marketing: The Impact of Social Media on Customer Experience

Published Online: Aug 23, 2022

Page range: 87 - 103

Received: Apr 17, 2022

Accepted: Apr 28, 2022

DOI: https://doi.org/10.2478/joim-2022-0003

Keywords
social media, customer experience, marketing

© 2022 Asad Ayoub et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

A New Perspective for Marketing: The Impact of Social Media on Customer Experience

Published Online: Aug 23, 2022

Page range: 87 - 103

Received: Apr 17, 2022

Accepted: Apr 28, 2022

DOI: https://doi.org/10.2478/joim-2022-0003

Keywordssocial media, customer experience, marketing

© 2022 Asad Ayoub et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Keywords
social media, customer experience, marketing