Marketing amazement and its relationship to the customer’s cognitive dissonance: an analytical study of customers’ technical opinions about electronic products on social media.

Abstract

The current research seeks to determine the nature of the relationship between marketing amazement and the customer’s cognitive dissonance in the electronic marketing environment. The importance of studying these two variables is because they have a role in determining the customer’s behavior and his response to the organization’s products and may cause the customer to withdraw and isolate himself from this or that organization because of the confusion and anxiety it causes. The wide variety of products, as marketing uncertainty is the result of the instability of the electronic marketing environment, the multiplicity of products, and the organization’s lack of interest in its current customers. As for cognitive dissonance, it is considered a double behavioral disorder that affects the customer’s decision resulting from the organization’s lack of interest on the one hand, and the expansion of the number of products on the other hand, and the multiplicity of organizations that It began to work according to electronic marketing. The problem with the research lies in the fact that it represents a realistic phenomenon that researchers have rarely addressed, as there are multiple electronic products that create a state in the customer, which is a state of marketing astonishment, which generates a state of cognitive dissonance in him. The research built its study of marketing astonishment on five dimensions, which are ((Helplessness, meaninglessness, non-normativeness, isolation, and self-dislike)) and reliance was placed on three dimensions of the customer’s cognitive dissonance variable, which are ((the emotional dimension, the wisdom of purchasing, and anxiety about the deal)). The current research targeted a random sample of customers of electronic products on social media platforms, and the questionnaire was employed. Electronic marketing due to its compatibility with the research environment, and the number of respondents was 257 individuals. The results of the research were reached that showed a positive and significant relationship with marketing amazement and cognitive dissonance. Researchers recommend that organizations try hard to involve their customers in leading the marketing process in order to create the required balance in the electronic marketing environment. Which leads to long-term customer retention.