Customer engagement on social media to improve brand loyalty

Abstract

This paper describes my internship experience at X- Integrated Marketing Agency. Throughout the internship period, I gained significant knowledge regarding digital marketing and customer experience. With the evolution of social media, the communication process has drastically changed. People are more into social media for daily communication and sharing their thoughts. It helps business to read their customers and reach them to make them loyal to their brands. The era of developing good products to attract customers has gone. Now customers stay and own a brand if they are taken care of seriously. Social media has opened the door for marketers to reach their customers and built a bridge of relationships which can help them to understand the overall market scenario. Through social media engagement brands can find out all the what, when, how, where, and why questions which will help to develop strategies. The main focus of the study is to find out how customer engagement on social platforms can help to gain the loyalty of customers. By using the survey data we can analyse how people are becoming more loyal because of social media engagement. The study might help our management to take the necessary steps to develop more plans to engage more customers on social media. I intend to find out the impacts of social media customer engagement in the context of new evolving social media trends.