The effect of social media interactivity on relationship quality

• Main Authors: Akrami, Azin, Yao, Jinyue
• Format: Others
• Language: English
• Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2021
• Subjects: Social media; Relationship quality; Trust; Commitment; Satisfaction; Interactivity; Responsiveness; Social influence; Media richness; Economics and Business; Ekonomi och näringsliv; Business Administration; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106130

With the development of technology, the speed of social media development is getting fasterand faster. The relationship between the company and its customers is getting closer.Company profits are increasingly affected by the quality of the relationship betweencustomers and the company. Therefore, relationship quality has become a key research topicfor the company. The interaction of social media will affect the quality of the relationshipbetween the company and its customers to a certain extent. This study examines therelationship between the quality of the relationship between the company and its customersand their interactions on social media. In addition, this research also examines commitment,trust, satisfaction, responsiveness, social influence, and media richness. These factors mainlyaffect the relationship between relationship quality and social media interaction. This studydescribes how to analyze the impact of social media interactions on relationship quality froma customer's perspective. In order to answer the research questions and obtain customers'opinions, this paper uses quantitative research to interview customers of different types ofbrand social media through questionnaires. From what customers feel about the company’scommitment to customers, trust, and customer satisfaction through social media interactions,the impact of social media interactions on the quality of the relationship between thecompany and customers can be derived. In order to promote the development of the company