From Touchpoints to Trust: Examining the Role of Digital Media in Customer Experience and Relationship Management

Abstract

The rise of digital media has significantly altered the way consumers engage with brands. Through platforms like social media, mobile applications, and AI-powered chatbots, the marketing landscape has evolved from simple transactions to ongoing, relationship-oriented interactions. This research explores the complex role of digital media in influencing Customer Experience (CX), promoting Customer Engagement (CE), and improving Customer Relationship Management (CRM). The goal is to create a cohesive framework that connects these elements within the digital sphere. A mixed-methods strategy is utilized, integrating a systematic literature review (secondary data) with conceptual modeling. The review compiles insights from Scopus-indexed journals published from 2017 to 2023. Digital media acts as a vital facilitator of smooth CX across various touchpoints, enhances cognitive, emotional, and behavioral engagement, and improves CRM results such as trust, loyalty, and advocacy. The study introduces a mediated model in which CX and CE progressively impact CRM success. From a theoretical perspective, this research broadens the scope of Relationship Marketing and Uses and Gratifications theories within digital settings. From a managerial standpoint, it provides practical recommendations for crafting omnichannel strategies that emphasize experiential and relational depth rather than just transactional efficiency. This paper presents an integrated conceptual model that connects CX, CE, and CRM within the realm of digital media—a synthesis that is frequently disjointed in current literature. It also underscores emerging trends like AI personalization and ethical data practices in relationship management. Keywords: Customer Experience; Customer Engagement; Relationship Management; Digital Media; Social Media Marketing; Brand–Customer Interaction; Digital Communication.