The role of influencer marketing in enhancing customer experience management
An analytical of the opinions of a sample of managers of telecommunications companies in Iraq
Keywords:
customer experience management, influencer marketingAbstract
The study mainly aims to determine the role of influential marketing in enhancing customer experience management at the level of a sample of telecommunications companies in Iraq, based on a main problem diagnosed with several questions that included the extent to which the influence and interactive relationships between variables are perceived in the field, and to root the philosophical foundations, the study adopted a model ( 2016, Zietek) to measure influencer marketing, which included four dimensions (originality, long-term relationships, co-creation, micro-influencers) and a model (Stein, 2015) to measure customer experience management, which included five dimensions (The sensory dimension, the cognitive dimension, the perceptual dimension, the physical dimension, the social dimension). The questionnaire was used as a main tool in collecting data and information for the study, as well as some personal interviews with the sample members who were represented by a group of leaders and followers in companies. The study sample reached a number of them (166) managers of companies, heads of departments, divisions and units, as well as authorized managers of companies.
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