Customer Engagement Through Social Media

Customer engagement is the way a company creates a relationship with its customer base to foster brand loyalty and awareness.This can be accomplished via marketing campaigns and web content as well as outreach using social media, mobile devices and wearable devices.Customer engagement is the ongoing cultivation of a relationship between the company and the consumer that goes far beyond the transaction.It's an intentional, consistent approach by a company that provides value at every customer interaction, thus increasing loyalty.Descriptive research method and Convenience sampling techniques were used for the study.Primary data and secondary data have been used in the study.Simple Percentage analysis, chi square analysis and correlation have been applied in this study to reach the finding of the study.It is found that there is some significant relationship between the age group of the respondents and frequency of social media posts.It is suggested that Active presence on popular social media platforms can facilitate easier customer interaction and portray a friendly brand image.It is concluded that to positively influence brand perception, the selection of social media platforms should also correspond with the brand's objectives and intended audience.Fostering customer engagement, eliciting feedback, and promoting user-generated content are fundamental strategies for cultivating customer trust, authenticity, and loyalty.In conclusion, it stands as proof that organisations have the ability to substantially improve customer contentment and brand perception through the astute utilisation and proactive participation on social media platforms.