The relationship between social media customer experience and being a loyal customer and positive childhood experience

The impact of social media on customer experience and the relationship between positive childhood experiences and customer loyalty suggest that social media channels play a significant role in fostering customer loyalty. This study aims to explore the role of social media usage in customer experience, its effect on enhancing customer commitment, and the relationship between childhood experiences and social media usage. The research includes internet users aged 18 and older who shop via social media and actively use social media platforms, with an online survey completed by a total of 282 participants. According to the findings, 8.9% of participants are aged 18-22, 55.7% are 23- 32, 27.0% are 33-42, 5.3% are 43-49, 2.8% are 50-57, and 0.4% are 58 or older. Female participants make up 67.4%, while male participants account for 32.6%. Based on marital status frequency distribution, 41.8% of participants are married, and 58.2% are single. Regression analysis conducted to evaluate the effect of positive childhood experiences on social media customer experience and customer loyalty showed statistically significant models. The multiple linear regression analysis indicated a significant relationship between social media customer experience, customer loyalty, and positive childhood experiences (r = 0.325, R² = 0.105) (F(2-273) = 16.075, p < 0.05). In conclusion, individuals' positive childhood experiences influence social media customer experience and customer loyalty. The study's results align with findings from other studies in the literature. Keywords: Customer Experience, Positive Childhood, Loyal Customer, Social Media