Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)

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Understanding Social Media Marketing: The Value of Consumer Engagement

Authors
Yilin Sun1, *
1College of LSA, University of Michigan, Ann Arbor, MI, 48109, USA
*Corresponding author. Email: yilinsun@umich.edu
Corresponding Author
Yilin Sun
Available Online 29 December 2022.
DOI
10.2991/978-2-494069-31-2_355How to use a DOI?
Keywords
Consumer engagement; Social media platform; Social media marketing; Brand Awareness; Consumer Satisfaction
Abstract

These days, consumer engagement is a hot topic. More and more studies have shown that consumer engagement is positively correlated with consumer satisfaction. This paper reviewed recent literature on consumer engagement and proposes a framework of how to use social media to improve consumer engagement for future research. The paper explores the literature on the use of social media with particular attention to consumer engagement which is the primary area of interest in this study. Articles will be sought from academic databases, and case studies will be used to demonstrate success and how this approach can yield results. The case of First Media and GoPro social media engagement strategies demonstrate the use of solid marketing strategies that have helped the organizations build their image and stamp their market presence, thus attracting even more customers to use their products. This study's findings would help firms make better decisions on enhancing their customer engagement on the social media platform.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 December 2022
ISBN
10.2991/978-2-494069-31-2_355
ISSN
2352-5398
DOI
10.2991/978-2-494069-31-2_355How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yilin Sun
PY  - 2022
DA  - 2022/12/29
TI  - Understanding Social Media Marketing: The Value of Consumer Engagement
BT  - Proceedings of the 2022 6th International Seminar on Education, Management and Social Sciences (ISEMSS 2022)
PB  - Atlantis Press
SP  - 3021
EP  - 3029
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-31-2_355
DO  - 10.2991/978-2-494069-31-2_355
ID  - Sun2022
ER  -