Social Media and Customization of the Relationship: The Case of Coca Cola Tunisia’s Facebook Fun Page

Abstract

This paper aims to investigate the role of social media in the customization of the relationship between a company and their customers. Customizing the relationship is determined by four observable variables: the pre-purchase phase (Co-creation), customer knowledge, speed of feedback and online interactivity. Personalized relationship may be facilitated by the use of new technologies and especially social networks. By using this media, company can create databases allowing it to know perfectly the customer. In this context, the contribution of employing such media by company, led us to ask about the effect of using this social network on customizing relationship with client. Based on an empirical study on a sample of 136 Tunisian students, we show that the use of social media haven’t directs and positive effects on customizing relationship with client. Indeed, the obtained results confirm that social media have positive and statistically significant impact only on co-creation and online interactivity between the company and its customers. So, customizing customer relationship should go through co-creation and online interactivity.