Social Media Marketing Strategies For Increasing Customer Engagement
Keywords:
Customer Engagement, Digital Communication, Marketing Strategies, Qualitative Study, Social Media MarketingAbstract
Introduction. This study explores the strategic role of social media marketing in enhancing customer engagement. Utilizing a qualitative approach, data were collected through semi- structured interviews with business leaders who have successfully implemented social media strategies. Data Collection Methods. Thematic analysis revealed four key themes: the types of marketing strategies employed, the social media platforms utilized, methods for measuring success, and the challenges and advantages associated with social media use. Data Analysis. Thematic coding was used to interpret patterns and extract key insights that inform strategic practice. Results and Discussion. Findings indicate that effective social media marketing strategies—such as consistent content creation, interactive communication, and personalized customer experiences—significantly contribute to increased customer engagement. Conclusion. The study underscores the importance of adapting marketing strategies to the dynamic nature of social media platforms to foster meaningful customer relationships.Downloads
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References
Books
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
Pearson Education.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.).
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Strauss, J., & Frost, R. (2014). E-Marketing (7th ed.). Pearson.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons.
Journals
Wang, Y., Yu, C., & Fesenmaier, D. R. (2002). Defining the virtual tourist experience. Annals of Tourism Research, 29(4), 1057–1081. https://doi.org/10.1016/S0160-7383(02)00003-3
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase
intention: The case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. https://doi.org/10.1108/JPBM-05- 2013-0299
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012).
The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
Pearson Education.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.).
Pearson Education Limited.
Strauss, J., & Frost, R. (2014). E-Marketing (7th ed.). Pearson.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons.
Journals
Wang, Y., Yu, C., & Fesenmaier, D. R. (2002). Defining the virtual tourist experience. Annals of Tourism Research, 29(4), 1057–1081. https://doi.org/10.1016/S0160-7383(02)00003-3
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase
intention: The case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351. https://doi.org/10.1108/JPBM-05- 2013-0299
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012).
The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12
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Published
2025-08-01
Issue
Section
Articles
How to Cite
Social Media Marketing Strategies For Increasing Customer Engagement. (2025). Proceeding of International Conference on Economics, Technology, Management, Accounting, Education, and Social Science (ICETEA), 1, 919-930. https://conference.unita.ac.id/index.php/icetea/article/view/434
