Applying Symbolic Interactionism to Customer Engagement in Social Media: A Conceptual Model

Musfiq Mannan Choudhury, PhD


Expansion of the internet has made evolution of new know-hows such as social media technologies as Facebook, Twitter, Google + used to interact understand customers. Such interactions with businesses leaves behind a trail of information which businesses capture to understand customers to maintain a lifetime value of firms with individuals. In this study, a conceptual model is developed adopting the work of Ashley et. al. (2011) published in the Journal of Business Research using the symbolic interactionism theory to understand how organizations with social media presence enable to achieve customer relationship management that is, to cater to the needs of the customers to retain and nurture a profitable relationship. The study contributes to developing a holistic model for customer engagement. From the managerial point of view, it provides necessary outcomes and of customer engagement especially, trust, commitment, and loyalty towards the organization.


Online Shopping, Website usability, Internet literacy, educational qualification

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