Browsing by Author "Alzahrani, Mohammed Saeed"

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Examining Holistic Customer Experiences in Social Media Communities and its Effects on Consumer Behaviour: An Application in the Public Health Sector
(Saudi Digital Library, 2023) Alzahrani, Mohammed Saeed; Carlson, Jamie; Wyllie, Jessica
In today’s daily life, social media communities play a ubiquitous role in how people connect and engage with organisations and each other. In public health, social media communities play a pivotal role in health promotion, facilitation of emotional support and social relationships that enable better health outcomes for individuals, and broader society. However, there is a need to further explore what contributes to a Holistic Customer Experience (HCE) and the distinct benefits that consumers value within the consumption context of Public Health Social Media Communities (PHSMC). Consequently, this study aims to fill the gaps in the literature by investigating how consumers perceive and assess a HCE in the PHSMC consumption context, and how these assessments, along with specific consumer beliefs of subjective norm and health consciousness, can impact attitudinal and behavioural outcomes of gratitude, quality of life, behavioural engagement with the PHSMC, and compliance behaviour. A sequential a mix method approach was used to gather data through three studies. Study 1 involved two phases: a field study via a netnographic analysis of 1500 comments extracted from two large PHSMCs in the Kingdom of Saudi Arabia (KSA) was undertaken. Informed by insights from this analysis, qualitative semi-structured interviews were then conducted in phase 2, with 12 PHSMC administrators and 12 consumers from a large PHSMC in KSA. Based on these collective insights derived from Study One, a theoretical framework was developed and labelled as the Holistic Customer Experience Creation Framework in Public Health Social Media Communities. This framework was empirically examined in Study 2 via an online survey across three different samples in two countries: KSA and Australia. The empirical examination across each sample was based on an entire data set of 1196 responses and analysed via partial least squares structural equation modelling. The overall findings have important implications including how PHSMC managers can enhance consumer attitudinal and behavioural health-related outcomes by facilitating content marketing initiatives aligned to each of the five underlying dimensions of the HCE construct. This research lays the foundation for further research enquiry on consumer behaviour in the PHSMC area, and how social media technologies can contribute to the health and well-being of society.
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