The Effect Role of social Media Marketing Communication on Business to Customers Relationship in Palestinian Mobile Telecom Companies (Jawwal as a Case) رسالة ماجستير

Abstract

This study aimed to identifying the role of social media in building customer relationships, the study also aims at using social media as a strategic marketing tool for telecom companies. The study used Jawwal as a case study, through studying the main following axes: (brand awareness, knowledge of services and products, intention to purchase). To achieve this goal, the researcher used a quantitative approach by designing a survey questionnaire as a means of collecting the necessary data and surveying the sample of the study and a number of (432) questionnaires were distributed on the study sample. The sample consist of Jawwal Customer’s Mobile Telecom Company in Palestine that used different social media platforms, the retrieved questionnaires were (432( representing )100%( response and the researcher used windows software )SPSS

version 20) to analyze data.

The results of the study showed that there is a positive and significant impact of social media on (building customer relations( and its elements: )awareness of the brand, knowledge of services and products, and intention to buy) in Jawwal’s customers company. On the contrast, the results showed there is no significant impact of social media on all independent demographic variables

(gender, age, level of education, occupation).

The most important of recommendation of the study are: To Utilizing the use of social media in marketing communication mixes strategies for telecommunications companies because they have a major role and influence in building customer relationships and thus achieving the desired

objectives and marketing plans of the company.

And the Adoption of the latest technological applications of social media to keep pace with what is new of the web revolution (WEB 2.0) and select the most effective tool that are appropriate to the purpose of the message that directed to customers in order to ensure the knowledge, credibility, and transparency of the company's and awareness to the company's brand and its objectives, which affects the intention to buy and ultimately consolidate the relationship with

customers and maintain their affiliation.