A study on Customer Engagement - Content Marketing Via Social Media a Branding Strategy
Keywords:
customer engagement, social media, customer awareness and competitive advantage.Abstract
In this study, the researcher has focused on specific social media platforms
namely: Facebook, since it is preferred by most of the people throughout the world,
Twitter, since it is the second most popular social media site in the world, Instagram, as it is
the most popular media site preferred to use for sharing pictures in the word, and
LinkedIn, because for business people LinkedIn is the most desired media site to share
information and get details. Each of these platforms or websites are different and used for
different purposes. Likewise a brand strategy is a formal plan used by a business to create a
particular image of itself in the minds of current and potential customers. It is the purpose
of this study, to aid companies to improve their understanding about the importance of
customer engagement on social media and how they can adopt this strategy to improve
their customer awareness.