An Empirical Study on Customer Engagement Programs Using Social Media and Its Impact on Consumer Buying Behaviour

An Empirical Study on Customer Engagement Programs Using Social  Media and Its Impact on Consumer Buying Behaviour

Aastha Singh, Pranav Jadhav, Mohit Parekh

Abstract:
SNM (social network marketing), has shown to be one of the most effective advertising strategies. Every marketer's primary objective is to understand how marketing tools can increase sales because they can significantly increase a company's profitability. The purpose of this study is to explore the potential linkages between social network marketing efforts, customer engagement, and consumer buy behaviour, as well as how SNM (social network marketing), may affect consumers who frequently use social networking websites in terms of their final purchasing behaviour.

This paper aims to scientifically investigate the function of social media in consumer decision- making. A quantitative study explores the extent to which social media use affects experiences. Outsiders are currently increasingly dominating consumer opinions of goods and services in developed spaces, which affects judgements made in the detached space. Customers are more engaged with online social networking since advertisers have no control over the content, timing, or frequency of customer conversations. The findings indicate that consumer satisfaction is influenced by social media use during the information search and alternative evaluation phases, with satisfaction increasing as the consumer advances through the process towards the final purchase decision and post-purchase review.