Author(s): Priyanka Aggarwal, Kavita Chauhan
Purpose of the study: The aim of this paper is to analyze the impact of SMCX (Social Media Customer Experience) on CE (Customer Engagement). Research gap/ Originality/ value of the study: The extant research on social media customer engagement has only examined the brand community engagement aspect of SM engagement. Through this study, we endeavor to explore the CX aspect on SM which can give rise to CE. Design/methodology/approach: This research study relies on reliability and heuristic processing of data collected from the well-structured survey, which is further evaluated using AMOS-SEM. In total 409 responses were collected and considered for the study. Findings: For the study, we identified dimensions of both CE and SMCX. Results validate the positive relationship between the above multidimensional construct and support a number of hypotheses of the conceptual model. Also, the results of the study provide few new and unexplored insights in the field of CE on SM influencing customer loyalty towards a business or a brand, which can lay grounds for future empirical studies. Practical implications: Findings provides a new direction to the managers to alter their SM marketing strategies to add customer value and CX on various SM networking sites which in turn can enhance CE and sales volumes.