ItemArticle

Evaluating social media content's effect on consumer engagement in the context of digital marketing

Title
Evaluating social media content's effect on consumer engagement in the context of digital marketing
Creator
Roy, Rumpa; Rane, Sagar Ramesh; Komatiguntala, Dhanalakshmi; Sontineni, Ramesh Babu; Balakrishnan, Srinivasan Moharkonda; Bommisetti, Ravi Kumar
Description
The advancement of social media platforms in promoting consumer participation in brand development and sustainable consumption has been substantial. Social media's popularity has increased significantly in the twenty-first century. To enhance sales performance, enterprises consistently seek novel strategies to integrate these platforms into their promotional initiatives. Social media functions as a platform for networking and communication; consequently, organizations must imbue their brands with personality to connect with consumers. Despite extensive academic research on corporate social media marketing techniques, the influence of these activities on consumer purchase choices remains largely unexplored. Organizations have recently embraced influencer marketing as a tactic to promote and publicize their content by leveraging the support of influential individuals. The growing frequency of product endorsements on social media highlights the importance of understanding the impact that these influencers have on customers. This research aims to analyze the influence of social media content and its characteristics on consumer engagement in the digital domain. Additionally, this study will serve as a foundation for future investigations in this area. The insights regarding the content elements of social media marketing that foster consumer engagement were contributed by seventy-five unique social media users. 2025 by the authors; licensee Learning Gate.
Source
Edelweiss Applied Science and Technology;Volume;9;Issue;6;pp.521-536
Date
01-01-2025
Publisher
Learning Gate
Subject
Costs and metrics; Customer engagement; Customer experience; Customer reviews; Social media influence; Social media platforms
Coverage
Roy R., Gulf University, Administrative Science Department, College of Administrative and Financial Science, Gulf University, Sanad, 26489, Bahrain; Rane S.R., Department of Computer Engineering, Army Institute of Technology, Dighi Hills, Alandi Road, Pune, 411015, India; Komatiguntala D., School of Business and Management, Christ University-Yeswanthpur Campus, Bangalore, India; Sontineni R.B., Department of MBA, KL Business School, Koneru Lakshmaiah Education Foundation, Guntur, 522302, India; Balakrishnan S.M., School of Business and Management CHRIST (Deemed to be University), Bangalore, India; Bommisetti R.K., Andhra Pradesh, India
Rights
All Open Access; Gold Open Access
Relation
ISSN: 25768484;
Format
online
Language
English
Type
Article

Citation

Roy, Rumpa; Rane, Sagar Ramesh; Komatiguntala, Dhanalakshmi; Sontineni, Ramesh Babu; Balakrishnan, Srinivasan Moharkonda; Bommisetti, Ravi Kumar, “Evaluating social media content's effect on consumer engagement in the context of digital marketing,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/23697.

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