SOCIAL MEDIA MARKETING AND CUSTOMER ENGAGEMENT

Abstract

Social media marketing is tremendously growing, as the world is becoming digitalized it has paved the platforms to many industries as well as people to make the whole world Know and connect them. Now-a-days we find every small retail shop going digitized may be in case of payment method or in case of selling the products through a connecting website and companies like Zomato, Swiggy, Amazon, flipkart, meesho etc., The whole world is now meeting on social media, social media has become a major place for advertising, marketing the products on their networking sites like Facebook, YouTube, Instagram, Google mail, WhatsApp, we chat etc., It is good to see the nation developing globally and economically. According to Statista, it is estimated that, in 2020, there are around 3.6 billion people using social media around the globe; up from 3.4 billion in 2019. This number is expected to increase to 4.41 billion in 2025. So, there is a lot of influence of social media marketing on consumers buying decisions. My research would mainly focus on bringing out the factors that social media marketing influences customers' online engagement and users’ perception toward social media applications.