CONSUMER ENGAGEMENT THROUGH SOCIAL MEDIA MARKETING-REVIEW

Abstract

This study attempts to analyze existing research on consumer engagement on social media sites and to comprehend how users behave when using these platforms to engage with brands. It is regarded as the fundamental instrument for interacting with customers. This study intends to examine how social media is one of the most efficient ways for businesses to engage with their target market. Millions of individuals use social media platforms like Facebook, Instagram, Twitter, and LinkedIn, making it crucial for businesses to reach this sizeable market. In order to grasp the notion of consumer engagements through social media with respect to many disciplines, such as sports, education, entertainment, etc., different studies have provided their own perspectives.