Impact of Social Media Marketing on Consumer Engagement: A Literature Review
Keywords:
Social Media Marketing (SMM), Consumer (Customer) Engagement, Brand Awareness, Consumer BehaviorAbstract
Customers and merchants may discuss reactions and discover current market trends on social media marketing, which is an interesting and collaborative platform. The rapid growth of social media platforms has altered how businesses interact with their customers, which has an effect on engagement levels. This article discussed social media marketing (SMM), its tactics, its benefits and drawbacks, its role in customer interaction, and its effects on consumer involvement. Social media marketing significantly shapes “consumer engagement, brand perception, and purchase intentions”. Storytelling, influencer collaborations, and quality content enhance loyalty and eWOM. To sustain impact, marketers must adapt to changing trends, use ethical data practices, and build authentic, long-term relationships, positioning social media as a strategic engagement tool rather than mere promotion. Carefully thought-out and implemented social media strategy may greatly increase customer involvement, build trust, and affect buy intentions.
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