Social Media Marketing Strategies influencing Customer Engagement – Structural Equation Modelling
R Esther Hepziba1, Florence John2
1Mrs. R.Esther Hepziba*, Part time PhD Scholar, Department of Commerce, Madras Christian College (Autonomous), Affiliated to the University of Madras.
2Dr. Mrs. Florence John, Research Supervisor, Assistant Professor, Madras Christian College (Autonomous), Affiliated to the University of Madras.
Manuscript received on March 15, 2020. | Revised Manuscript received on March 24, 2020. | Manuscript published on March 30, 2020. | PP: 4118-4121 | Volume-8 Issue-6, March 2020. | Retrieval Number: F9163038620/2020©BEIESP | DOI: 10.35940/ijrte.F9163.038620
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Retaining Customer attention and keeping them Engaged with brands and Products at the least has become a mammoth task in recent days. Customer Engagement has been explained as the bond between business or marketers with the Customers. The relationship between the customers and the Marketers, can happen through several platforms, out of which Social Media is a powerful one. Almost everyone uses Social media now and there is certainly, a continuous increase in the numbers. This platform is used by marketers to increase Customer Engagement through various marketing strategies. The marketing strategies in Social media include promotions and advertisements through various means such as videos, texts, Photos and web-links. These strategies elicit reaction, response or keep customers mentally engaged, which earlier studies on this have substantial arguments supporting this. The engagement can be Passive or active. The present study considers three factors of Customer Engagement and has established the structural relationship between the measured variables and the unmeasured using Structural Equation model. The measured being Personalised, Interactive and Ethical promotional strategies that lead to Customer Engagement. The top ten Social media such as Facebook, Whatsapp, Twitter, Youtube, Instagram, Pinterest, LinkdIn, Tumblr, Snapchat and Tiktok have been taken for the study .The result of the study gives insight to the Marketers on which is the most influential variable on Customer Engagement. The result reveals that Personalised Promotions play a prominent role in keeping Cutomers Engaged. Hence focus on this parameter by the marketers which has an effect on Customer loyalty will help in customer retention.
Keywords: Customer Engagement, Social Media, Customer Loyalty, Promotional Strategies, Interactive.
Scope of the Article: Numerical Modelling of Structures.