Marketing Strategies in the Age of Social Media Harnessing Digital Platforms for Customer Engagement
Year: 2025
Type: article
Study design: Observational Study
Abstract: Social networking sites like LinkedIn, Facebook, Instagram, and TikTok have changed the way businesses advertise in the modern day by increasing connection with customers, strengthening brand loyalty, and generating more revenue. “This research uses data collected from 120 respondents via in-person interviews to examine how social media marketing affects consumer involvement, happiness, and loyalty. To assess the efficacy of social media marketing initiatives, statistical tests such as analysis of variance (ANOVA), t-tests, chi-square tests, and correlation analyses were used. Instagram in particular benefits greatly from the research showing that personalised and immersive content greatly increases engagement and happiness. Customers' reactions to social media ads vary by age and gender, but the research finds a robust positive association between involvement and loyalty to the company. In order to maximise engagement and loyalty across all demographic categories, marketers should implement platform-specific tactics, as shown by these studies.
Author: Ashish Chandra
Institutions: Amity University, Amity University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408042084