Formulating of a conceptual model for online customer experience in social media with an approach based on foundational data theory.

Subject Areas : مدیریت

Alireza Jafari ¹ , Mahdi Zakipour ² , marjan marjan rajabi ³

1 - PhD student, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran (in charge of correspondence)
3 - Assistant Professor, Department of Mathematics and Statistics, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Received: 2024-06-02 Accepted : 2024-11-12

Keywords: Online Customer Experience, Social Media, Grounded Theory Approach, Semi-structured interview.,

Abstract :

Social networks such as Instagram, Facebook, Twitter, Pinterest, etc. have changed the path of internet marketing; In such a situation, the experience of social customers has had a great impact on the fate of electronic businesses. The purpose of this research is to develop a conceptual model for online customer experience in social media. This research is a type of qualitative research that was conducted using the approach based on the Foundation's data theory. The statistical population included knowledgeable experts from the scientific and academic community, specialists and managers in the field of marketing and sales in the online environment and social media, and using snowball sampling, a total of 20 people were selected as participants in the research. The data was collected by semi-structured interview method. In order to obtain the reliability and validity of the data, two methods of review of participants and review of non-participating experts were used in the research. Data were analyzed by content analysis with MAXQDA software. The central category of the current study is the experience of online customers in social media, which is analyzed in 8 main categories and according to the causal conditions, background conditions and intervening conditions, strategies are developed and the final model is presented based on it.

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