Impact of Social Media Marketing on Customer Engagement: A Case Study on BBA Students of ICM, Imphal

This report examines the impact of social media marketing on customer engagement. The study investigates how various social media platforms and marketing strategies affect customer interaction, brand loyalty, and overall customer engagement. By employing a mixed method approach, including quantitative analysis of engagement metrics and qualitative insights from customer surveys, the research identifies critical elements that drive successful social media marketing campaigns. Key findings suggest that high quality, relevant content, consistent posting schedules, and interactive features such as polls, live videos, and personalized responses are important in fostering customer engagement. The study concludes that businesses leveraging these strategies can achieve enhanced brand awareness, customer loyalty, and increased sales. The report provides practical recommendations for marketers to optimize their social media efforts, emphasizing the need for authenticity, responsiveness, and strategic content planning to build and maintain a loyal customer base.