Assessing the Effectiveness of Social Media Context and Giveaways in Driving Virtual Engagement and Positive Customer Perception

Pallavi Choudhary (), Sonali P. Banerjee and Ajay Singh
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Pallavi Choudhary: Amity University, Research Scholar, Amity Business School
Sonali P. Banerjee: Amity University, Assistant Professor, Amity Business School
Ajay Singh: ABES Business School, Professor

A chapter in Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024), 2025, pp 432-441 from Springer

Abstract: Abstract With the rise of social media as a dominant marketing tool, brands are engaging with consumers in a virtual ecosystem that significantly impacts customer perception. Using social media context and giveaways as key strategies to drive virtual engagement and foster positive consumer sentiment is explored in this conceptual paper. Giveaways leverage the interactive nature of social platforms to boost participation, increase visibility, and enhance consumer trust. Specifically, the paper examines how these tactics impact customer loyalty, brand awareness, and perception, particularly in competitive industries. A thematic analysis approach will be used to examine the interview data. Thematic analysis is a suitable approach for recognizing, examining, and documenting recurring themes in qualitative data. This study aims to provide insights into the role of reward-based engagement and strategic content creation in shaping consumer attitudes through the integration of theoretical frameworks and case examples, along with best practices for optimizing these efforts in the digital age.

Keywords: Social Media; Virtual Engagement; Customer Perception (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-682-6_29

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