customer engagement

This study aims to explore how social media algorithms influence brand visibility and customer engagement for new ventures, identifying key strategies and challenges faced by these businesses. This qualitative study employed semi-structured interviews to gather in-depth insights from 18 participants, including founders and social media managers of new ventures. Participants were selected using purposive sampling to ensure relevance to the study's focus. Interviews were transcribed and analyzed using NVivo software, with data saturation achieved after 15 interviews. Thematic analysis was conducted to identify recurring themes and subthemes related to social media algorithms, brand visibility, and customer engagement. Three main themes emerged from the analysis: the impact of algorithms on brand visibility, customer engagement through social media, and challenges in leveraging algorithms. Within these themes, subcategories included platform-specific algorithm changes, content optimization techniques, timing and frequency of posts, interaction with algorithmic features, engagement tactics, content personalization, influencer collaborations, resource allocation, platform dependency, knowledge gaps, and data privacy concerns. Participants highlighted the need for continuous adaptation to algorithm changes, effective content strategies, and personalized engagement tactics to enhance visibility and engagement, while also facing significant challenges such as resource constraints and maintaining ethical practices. The study concludes that understanding and effectively leveraging social media algorithms is essential for new ventures to enhance brand visibility and customer engagement.

The objective of this study is to understand the customer journey in technology product adoption by exploring the experiences and perspectives of individuals who have recently adopted new technology products. This research aims to identify key themes and factors influencing the customer journey from initial awareness to ongoing engagement and retention, providing insights to enhance customer experiences and inform marketing strategies. This qualitative study employed semi-structured interviews with 20 participants selected through purposive sampling to ensure diverse representation. Participants included individuals who had recently adopted technology products within the past six months. Data collection continued until theoretical saturation was reached. The interview transcripts were analyzed using NVivo software, following an inductive approach to identify patterns and themes. The analysis revealed three main themes: Awareness and Decision-Making, First-Time Use and Learning, and Ongoing Engagement and Retention. Initial awareness was driven by advertising, social media, and word-of-mouth, while decision-making was influenced by peer recommendations, brand reputation, and price sensitivity. The first-time use phase highlighted the importance of intuitive design and support resources. Regular updates, community engagement, and product reliability emerged as critical factors in ongoing engagement and retention. Participants valued seamless omnichannel experiences, personalized marketing efforts, and robust support systems. The study underscores the significance of personalized, seamless customer journeys in technology product adoption. Businesses should focus on integrating physical and digital touchpoints, leveraging AI for personalized experiences, and maintaining active user communities to enhance customer satisfaction and loyalty. Addressing cultural nuances in global markets and managing digital signals effectively can further optimize the customer journey. These insights provide valuable guidance for businesses aiming to improve customer experiences and foster long-term engagement in the competitive technology market.