Intention to Use Social Media Technology Among Customers
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Tarih
2022
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Springer Nature
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Today, the whole world has entered into a process of change with globalization. With globalization, it has become a very important situation to gain technological developments, sectoral competition and strategic superiority. It has become very important for businesses to be able to maintain their position in the sector and develop their businesses, as competition increases day by day. Businesses require active use of technology in order to gain an advantage over their competitors and to gain competitive advantage. With this new era, businesses will not only gain a strategic advantage over their competitors by using technological developments and knowledge capital, but will also be able to improve customer relations. Intention to use social media technology among customers is important for understanding customers’ perceptions of online commerce products and services. Social media technology includes entertainment, personalization, direction, interaction and word of mouth. Customer interaction on social media platforms aims to facilitate communication and provide emotional and informational support. If social media technologies are used actively, it positively affects customers’ perceptions of the managements. Managements use social media technologies to build customer presence and loyalty. The power of social media technologies in the field of online commerce cannot be underestimated in this era. Social media, which is frequently used by the consumer group we call the Z generation, directs the purchasing preferences of young people. In addition, consumers of different ages and cultures use social networks in their purchasing preferences. This chapter attempts to provide more theoretical contributions that expand the literature on such a topic. This chapter composes of some subtitles such as social media technologies, challenges and issues, customer relations for online commerce and customer intentions on social media. Hence, at the end of the chapter, the discussion and conclusion are described. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2022.
Açıklama
Anahtar Kelimeler
Intention to use social media, Social commerce, Social media, Technology among customers
Kaynak
Artificial Neural Networks and Structural Equation Modeling: Marketing and Consumer Research Applications
WoS Q Değeri
Scopus Q Değeri
N/A
