Investigating the effects of interaction satisfaction and interaction immersion in social media on customer value creation

Abstract

The increasing number of social media users is a potential area for organisations and firms to interact with their customers in a more proficient way. This technology can be used as an effective tool to create interactions between firms and customers. The purpose of this research is to reveal the importance of satisfaction and immersion in social media brand interactions and the creation of customer value. This study is considered as an applied, empirical and descriptive research study. The results show that satisfaction and immersion through social media interactions create customer value for brands. Both interaction satisfaction and interaction immersion have positive effects on customer value creation (CLV, CIV and CKV). The findings of this study show the importance of setting social media platforms for brands to maximise the customer and firm interactions. The more the firms increase their social media activities and interactions, the better customer value they get.