الفهرس 
مقدمة الدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Social media is the driving force that transforms the web into an interactive ICT device. Social media plays an important role in influencing customer choice in choosing products and services based on customer feedback that appeared in web blogs, websites, online boards, and other types of user-generated content (Raman, 2009; Severi et al., 2014). Social networking sites facilitate active interaction between members participating in networks on the Internet. They aim to provide various means of attention that will help interaction between members and each other. Social networking sites achieve many advantages including (instant messaging, video, chat, file sharing, discussion groups, e-mail). These sites are also very effective in facilitating social life among a group of acquaintances and friends by enabling them to communicate visually and audibly, share pictures and other possibilities that strengthen the social relationship between them. Therefore, it can be said that social media marketing are a group of websites on the Internet that are used by individuals and groups for social, political, cultural, economic, religious, and scientific communication. They provide a range of services to exchange opinions and ideas, and publish information, news, pictures and videos that may lead to a specific position on issues of common interest (Mustafa et al., 2016). The use of the term brand personality dates back to the 1950s. Martineau (1958) used this term to express the intangible dimensions that make stores and shops distinctive, while Levy (1959) used it to express some demographic characteristics. With the successive studies and researches that dealt with this concept, the idea of brand personality has become popular and accepted by academic marketers and practitioners. It has been considered an important topic because it helps institutions distinguish their brands and develop consumer emotional aspects about them (Zhang et al., 2021). The brand personality helps to distinguish the brand for companies because the personality of the brand is similar to the personality of the consumer and is related to the psychological aspect. The personality of the brand also affects the emotional aspects of the consumer, which leads him to adopt a brand or a specific product. Therefore, the brand personality has become one of the most important factors for building a successful brand (Aaker, 1997). With the rapid development of online shopping and the intertwining of traditional physical shopping in stores to form different shopping situations, customer experience has gradually become one of the most important sources of sustainable competitive advantage for retailers through differentiation. Retailers need to continuously improve customer experience in different shopping situations to maintain sustainable customer satisfaction in the long term and achieve sustainability (Pei et al., 2020). Based on the above, the main objective of this study is to examine the relationship between the dimensions of marketing through social Media marketing and customer experience, in addition to examining the intermediate role of the brand personality in that relationship. First: the importance of the study: The importance of studying at the scientific and applied levels can be explained as follows: a. Scientific importance: 1. The importance of the scientific study lies in the concepts and scientific frameworks it will add to fill a gap in the field of scientific research and provide the Arab library with new dimensions that enrich knowledge in the field of marketing. Social media marketing is one of the most important topics that have received the attention of researchers in recent times. Within the limits of the researcher’s knowledge, there are no previous studies in the Western environment - as available to the researcher - that dealt with the relationship between marketing through social media, brand personality, and customer experience in the absence of such studies in the Arab environment in general, and the Palestinian environment in particular. Therefore, the researcher seeks to bridge the gap between social media marketing, brand personality, and customer experience. Arab and foreign studies to identify the impact of social media marketing practices on customer experience by mediating the brand personality.
2. Shedding more light on social media marketing, brand personality, and customer experience, in order to help open the way for researchers to further study and analyze the nature of the relationship between social media marketing, brand personality and customer experience in the service sector. 3. This study contributed to understanding how customer experience affects building a brand personality for information technology companies clients in Gaza governorate. b. Applied importance: 1. This study provides an interesting contribution to strengthening social media marketing strategies and adopting them as a reliable reference for information technology companies in Gaza governorate, which in turn encourages improving the performance and services of companies in Palestine. 2. This study is important at the applied level because its results can contribute to helping officials develop the brand’s personality. By trying to come up with a set of recommendations through which services are developed based on customer experiences. 3. Develop a clear vision of the current and future trend in the use of modern social media within the plans of information technology companies in Gaza governorate, which must maintain brand personality in order to maintain its base in local markets with real figures and results from our Palestinian society. 4. Helping information technology companies in Gaza to make decisions properly and correctly by explaining the importance of customer experience in building a brand personality through social media.
2. Shedding more light on social media marketing, brand personality, and customer experience, in order to help open the way for researchers to further study and analyze the nature of the relationship between social media marketing, brand personality and customer experience in the service sector. 3. This study contributed to understanding how customer experience affects building a brand personality for information technology company customers in Gaza governorate. 4. Helping information technology companies in Gaza to make decisions properly and correctly by explaining the importance of customer experience in building a brand personality through social media. Second: The problem of the study: The researcher conducted an exploratory study by preparing an initial survey list for a 60 easy sample of information technology company customers in Gaza governorate during the period 27/1/2022 until 15/02/2022, to survey their opinions on the study variables. In light of data analysis, the sample was divided according to the arithmetic mean into three groups: the first is lower than the arithmetic mean, the second: the neutral, and the third: the highest of the arithmetic mean. In the light of the analysis of the survey data, the following is clear: 1. As for social media marketing means: 70% of the sample vocabulary answered the social media marketing paragraphs less than the arithmetic mean, which indicates that most of the study sample subjects consider the weak activation of social media marketing dimensions by information technology companies. 2. As for the personality of the sign: the answer of (75%) of the sample vocabulary to the paragraphs of the sign personality was lower than the arithmetic mean, which indicates that most of the vocabulary of the study sample see a low availability of personality dimensions for the sign. 3. As for customer experience: 84% of the sample vocabulary answered the customer experience paragraphs less than the arithmetic mean, indicating that most of the study sample had low experience in dealing with IT companies in Gaza governorate. In light of the results of the survey, and to fill the research gap in Arab studies. In his current study, the researcher focuses on the relationship of social media marketing to customer experience through the intermediary role of the brand personality, which made it possible to summarize the questions of this study as follows: 1. To what extent do the dimensions of social media marketing affect the customer experience? 2. What is the impact of social media marketing dimensions on brand personality? 3. What is the impact of brand personality on customer experience? 4. What is the nature of the intermediary role of the brand personality in the relationship between social media marketing and customer experience? Third: Study objectives: In light of the study questions, the researcher can formulate the objectives of the study as follows: 1. Identify the impact of social media marketing dimensions on customer experience for clients of information technology companies in Gaza governorate.
2. Identify the impact of social media marketing on the brand personality of clients of information technology companies in Gaza governorate. 3. To reveal the impact of brand personality on customer experience for clients of information technology companies in Gaza governorate. 4. Identify the intermediate role of the brand personality in the relationship between social media marketing and customer experience for clients of information technology companies in Gaza governorate. Fourth: Study hypotheses: 1. The first hypothesis (F1): There is a moral impact of the dimensions of social media marketing on the dimensions of the customer experience. 2. The second hypothesis (F2): There is a moral impact of the dimensions of marketing through social media on the dimensions of the brand’s personality. 3. The third hypothesis (F3): There is a moral impact of the brand’s personality on the customer’s experience. 4. The fourth hypothesis (F4): Brand personality mediates the relationship between the dimensions of marketing through social media and the dimensions of customer experience. Fifth: Results of the study: 1. There is a positive moral correlation between all dimensions of social media marketing and all dimensions of customer experience at a moral level of 0.01. 2. There is a positive moral correlation between all dimensions of social media marketing and all dimensions of brand personality at a moral level of 0.01. 3. There is a positive moral correlation between all the dimensions of the brand personality and all the dimensions of the customer experience at a significant level of 0.01. 4. There is a positive moral impact of three dimensions of social media marketing (entertainment, customization, E-WOM) on sensory experience. 5. There is also a positive moral impact of two dimensions of social media marketing (entertainment, customization) on emotional experience. 6. There is also a positive moral impact of three dimensions of social media marketing (interaction, customization, E-WOM) on cognitive experience.
7. There is also a positive moral impact of three dimensions of social media marketing (interaction, customization, E-WOM) on symbolic experience. 8. There is also a positive moral impact of three dimensions of social media marketing (interaction, customization, E-WOM) on behavioral experience.
9. There is a positive moral impact of three dimensions of social media marketing (entertainment, customization, E-WOM) on the Brand Sincere. 10. There is a positive moral impact of three dimensions of social media marketing (entertainment, customization, E-WOM) on the brand excitement.
11. There is a positive moral impact of four dimensions of social media marketing (entertainment, customization, and E-WOM) on the brand competence. 12. There is a positive moral impact of four dimensions of social media marketing (entertainment, interaction, customization, and E-WOM) on the brand sophistication. 13. There is a positive moral impact of three dimensions of social media marketing (trendiness, customization, E-WOM) on the brand ruggedness.
14. There is a positive moral effect of four dimensions of the sign’s personality (sincere, excitement, competence, ruggedness) on sensory experience. 15. There is a positive moral effect of four dimensions of the sign’s personality (sincere, excitement, competence, ruggedness) on emotional experience.
16. There is a positive moral impact of three dimensions of the personality of the sign (competence, sophistication, ruggedness) on cognitive experience. 17. There is a positive moral effect of four dimensions of the sign’s personality (excitement, competence, sophistication, ruggedness) on symbolic experience.
18. There is a positive moral effect of all dimensions of the sign’s personality (sincere, excitement, competence, sophistication, ruggedness) on behavioral experience.
19. Brand Sincere partially mediates the relationship between three dimensions of social media marketing (entertainment, customization, E-WOM) and the dimensions of customer experience.
20. Brand excitement partly mediates the relationship between four dimensions of social media marketing (entertainment, trendiness, customization, E-WOM) and the dimensions of customer experience.
21. Brand competence partly mediates the relationship between four dimensions of social media marketing (entertainment, interaction, customization, E-WOM) and the dimensions of customer experience.
22. Brand sophistication fully mediates the relationship between all dimensions of social media marketing (entertainment, interaction, trendiness, customization, E-WOM) and the dimensions of customer experience.
23. Brand ruggedness partly mediates the relationship between four dimensions of social media marketing (entertainment, trendiness, customization, E-WOM) and the dimensions of customer experience.