The Versatile Touchpoint: User-generated content as a new touchpoint in the customer journey
Purpose: The purpose of this study was to investigate how a new touchpoint has emerged due to the customers or potential customers sharing their customer journeys on social media through user-generated content. Methodology: This paper takes a qualitative approach where netnography research has been conducted to collect data on the social media platform TikTok. After the collection process, the d
