Customer Engagement in Social Media: Drivers and Strategies

Abstract

Smart trends and technologies have increased connectivity and collaborative effort between businesses and their customers across all industries. Organizations continue to invest in social media in the hope that it will aid their sales representatives in improving customer engagement. The scholarly study of social media use in today's marketplace has backed up the growth and adoption of such technology; however, much more research is required. This article will look into the social media drivers that are used for customer engagement. This study also looks into social media marketing strategies for customer engagement. Further, this research also explores the social media marketing strategies for customer engagement. The conceptual nature of the study is supported by secondary sources, which are collected from all possible sources, including websites, journals, books, and the thesis.