Exploring the Relationship between Social Media Engagement, Customer Reviews, and Brand Perceptions: A Comprehensive Study in Retail Industry

D. A. Krisprimandoyo, S. Sufa, Dini Tri Wardani, S. Widiyanto
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Abstract

This research investigates the intricate relationships between social media engagement, customer reviews, and brand perceptions in the retail industry. Through a qualitative analysis of customer-generated content and social media interactions, key themes and patterns emerged, shedding light on the factors influencing brand sentiment and consumer behavior. The findings highlight the impact of positive brand experiences, strategic social media engagement, user-generated content, transparency, and authenticity in shaping brand perceptions and fostering customer loyalty. The study underscores the importance of delivering exceptional customer experiences, engaging meaningfully on social media platforms, and prioritizing transparency and authenticity to enhance brand perception and build trust in the digital era.
探索社交媒体参与、客户评论与品牌认知之间的关系:零售业综合研究
本研究调查了零售行业中社交媒体参与、客户评论和品牌认知之间错综复杂的关系。通过对客户生成的内容和社交媒体互动进行定性分析,发现了一些关键主题和模式,揭示了影响品牌情感和消费者行为的因素。研究结果强调了积极的品牌体验、战略性社交媒体参与、用户生成的内容、透明度和真实性对塑造品牌认知和培养客户忠诚度的影响。研究强调了在数字时代提供卓越的客户体验、在社交媒体平台上进行有意义的互动以及优先考虑透明度和真实性对于提升品牌认知和建立信任的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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