Title: Exploring the relationship between social media marketing activities and customer equity in the training context: a literature review and a case study approach

Authors: Nehal Nabil Nasef; Tanja Sedej

Addresses: Euro-Mediterranean University (EMUNI), Kidričevo Nabrežje 2, 6330 Piran, Slovenia ' Euro-Mediterranean University (EMUNI), Kidričevo Nabrežje 2, 6330 Piran, Slovenia

Abstract: The purpose of this study is to gain a comprehensive understanding of the relationship between social media marketing activities (SMMAs) and customer equity (CE) in the training context, which has never been tackled before in the literature. This research illustrated the use of a qualitative methodology to inductively understand the connection between SMMAs and CE from the company's point of view. To do this, a case study approach was employed, and data collected through semi-structured interviews with social media experts from a client-centric training provider. Thematic analysis revealed that trainees follow training providers' social media for entertainment, interaction, trendiness, customisation, and electronic word of mouth (eWOM). The SMMAs were positively correlated with CE and customer equity drivers (CEDs), namely, brand equity (BE), value equity (VE), and relationship equity (RE).

Keywords: marketing; marketing communication; social media; customer equity; brand equity; value equity; relationship equity; training context.

DOI: 10.1504/IJETRADE.2024.138666

International Journal of Electronic Trade, 2024 Vol.1 No.2, pp.93 - 113

Received: 26 May 2023
Accepted: 02 Aug 2023
Published online: 23 May 2024 *

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