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Social Media Marketing and Customer Engagement: A Review on Concepts and Empirical Contributions

Authors:

D. M. R. Dissanayake ,

University of Kelaniya, LK
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A. Siriwardana,

University of Kelaniya, LK
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N. Ismail

Taylor’s University, Malaysia, MY
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Abstract

The present context of digitalized business era reshapes marketing promotional strategies whilst social media plays a pivotal role within. Empirical investigations found clarifying how modern marketing communications connect brands into consumer life whilst claiming further investigations. Alongside, paper attempted to investigate the use of Social media in penetrating consumer engagement within the digital context. Additionally, it examines the application of web based social media marketing strategies whilst an extended focus is made on user generated contents (UGC) and social network sites (SNS) in digital business era.  A deductive method was followed to execute a comprehensive literature review as the main research tool to build a constructive explanation. Accordingly, paper content empirical discussions published within the scopes of social media, consumer behavior and online businesses in overall. Paper discusses the key insights based on the literature review. Finally, it concludes the major thoughts of the paper whilst future research directions are suggested.  Empirical explanations are found across the markets and product contexts unveiling how digitalized media strategies connect users to integrate with brands promoted. Such studies provide arguments and directions to overview the effectiveness of new media like social media options in business perspectives. In brief, arguments are still found claiming further studies to reveal the strategic role of social media within digitalized business era. Paper highlights the possibilities of using social media as a tool enhancing consumer engagements results brand-related behaviors. Empirical insights are discussed on how user generates contents (UGC) and social network sites (SNS) could be used in marketing applications.
How to Cite: Dissanayake, D.M.R., Siriwardana, A. and Ismail, N., 2019. Social Media Marketing and Customer Engagement: A Review on Concepts and Empirical Contributions. Kelaniya Journal of Management, 8(1), pp.71–85. DOI: http://doi.org/10.4038/kjm.v8i1.7592
Published on 19 Jul 2019.
Peer Reviewed

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