Evaluating social media content's effect on consumer engagement in the context of digital marketing

Rumpa Roy (), Sagar Ramesh Rane (), Dhanalakshmi Komatiguntala (), Ramesh Babu Sontineni (), Srinivasan Moharkonda Balakrishnan () and Ravi Kumar Bommisetti ()

Edelweiss Applied Science and Technology, 2025, vol. 9, issue 6, 521-536

Abstract: The advancement of social media platforms in promoting consumer participation in brand development and sustainable consumption has been substantial. Social media's popularity has increased significantly in the twenty-first century. To enhance sales performance, enterprises consistently seek novel strategies to integrate these platforms into their promotional initiatives. Social media functions as a platform for networking and communication; consequently, organizations must imbue their brands with personality to connect with consumers. Despite extensive academic research on corporate social media marketing techniques, the influence of these activities on consumer purchase choices remains largely unexplored. Organizations have recently embraced influencer marketing as a tactic to promote and publicize their content by leveraging the support of influential individuals. The growing frequency of product endorsements on social media highlights the importance of understanding the impact that these influencers have on customers. This research aims to analyze the influence of social media content and its characteristics on consumer engagement in the digital domain. Additionally, this study will serve as a foundation for future investigations in this area. The insights regarding the content elements of social media marketing that foster consumer engagement were contributed by seventy-five unique social media users.

Keywords: Costs and metrics; Customer reviews; Customer engagement; Customer experience; Social media influence; Social media platforms. (search for similar items in EconPapers)
Date: 2025
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