Title: How does Snapp interact with customers? Investigating customer engagement solutions in Snapp's digital organisation with netnography method

Authors: Abbas Ali Rastgar; Maryam Asgharinajib; Sima Alipour

Addresses: Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran ' Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran ' Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

Abstract: The digital age is the era of digital technologies that have revolutionised organisational strategies and structures. In particular, these changes are evident in the engagement between digital organisations and customers. Therefore, the purpose of this study is to investigate customer engagement solutions in Snapp's digital organisation with the netnography method. The 2018 comments were collected from digital users on the Instagram page of Snapp, and the connotation of the comments was examined by the netnography method. Also, word clouds were created using ATLAS.ti software. The findings of the study showed that Snapp interacts with customers in three types: cognitive, emotional, and behavioural. The results show that Snapp has been successful first in the behavioural field and then in the emotional and cognitive field, and by using these CE solutions, it has been able to infiltrate its customers. Snapp has made good use of digitalisation in its structure, workforces, and processes.

Keywords: customer engagement solutions; digital organisation; Snapp; netnography; IR; Iran.

DOI: 10.1504/IJBIS.2023.129715

International Journal of Business Information Systems, 2023 Vol.42 No.3/4, pp.331 - 348

Received: 25 Jul 2021
Accepted: 25 Dec 2021
Published online: 21 Mar 2023 *

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