In the rapidly evolving landscape of digital marketing, the influence of social media on consumer behavior has become a focal point of scholarly inquiry. This study delves into the intricate dynamics between social media interaction and the quality of relationships in the context of s-commerce, examining how these interactions impact customer loyalty and purchase intentions. It is imperative to note that while the study does explore the mediating role, it is not the primary focus. The core objective revolves around understanding the nuanced relationships between social media interaction and relationship quality. This clarification ensures a precise delineation of the research scope and objectives. Furthermore, it is worth emphasizing that while the study delves into customer loyalty, this aspect is not explicitly reflected in the title. However, the examination of loyalty remains an integral component of the research, providing a holistic view of customer behavior in the digital marketplace. By addressing the interplay between social media engagement and relationship quality, this study aims to provide valuable insights for businesses navigating the complexities of s-commerce. Through this research, we seek to illuminate the pivotal role of social media interactions in shaping customer-company relationships, thus offering actionable insights for practitioners and enriching the academic discourse in the field of digital marketing.

Since 2019, major travel destinations worldwide have issued travel-related restrictions against COVID-19. There is much research on tourism, but few studies have been conducted to explain the relevance of revisiting intention from the perspective of the epidemic or the dramaturgical theory. The purpose of the research is to explore the impact of customer experience on revisit intention during the period of COVID-19 slowdown by using dramaturgical theory. This study used a survey methodology, and the questionnaire was distributed on an online questionnaire platform. The URL of the questionnaire was published on social media (such as Facebook and LINE) to collect data from 389 samples of people who have foreign travel experience. The data was analyzed by employing partial least square structural equation model (PLS-SEM) methodology with the help of the statistical software “SmartPLS”. The research findings are as follows: 1) setting, audience, and performance are the three important elements of dramaturgical theory that impact the experience quality; 2) customer experience of tourists has a significant impact on the experience quality; 3) experience quality has a significant positive impact on the experience value and relationship quality; 4) experience value and relationship quality are important predictors of revisit intention. This study provides academic implications regarding the use of dramaturgical theory in relation to customer experience and relationship constructs in the context of tourism. Furthermore, it also provides some practical implications to tourism practitioners and managers, which would assist tourism industries in developing successful marketing strategies for the possible recovery of COVID-19.