The Importance of Social Media Marketing in Customer Commitment
In the 21st century, social media has become the most cost effective marketing tool that contributes in promoting the brand for ensuring effective consumer engagement. In the current competitive business environment social media marketing has become common practice for establishing business to customer relationship (Gligor, Bozkurt and Russo 2019). Over the past few years, customers have started using social media for researching about products and services, which is indirectly helping the organizations to establish valuable image of the brand in the mind of the customers. By critically recognizing the power of internet and its cost effectiveness, large numbers of organizations have become able to eliminate geographical barriers as well as physical distance while establishing relationship with the customers (de Oliveira Santini et al. 2020). Using the internet capabilities the new brands have got opportunities to enhancing the accessibility along with the speed and flexibility, while reaching the customers. Therefore, the research has focused on critically examine the consumer engagement in the field of relationship marketing critically considering the social media as an important tool in terms of supporting the new brands in competitive business environment.
In current competitive business environment Consumer engagement has become an important area of discussion. Gaining customer commitment has become a major responsibility of the marketing department of every brand in order to continue the operation with positive customer response. In the current scenario, it has been found that utilizing social media as effective marketing tool new brands have started attracting large numbers of customers by ensuring their existence in the social media platforms (de Oliveira Santini et al. 2020). By establishing brand pages in different social media platforms like Facebook, twitter and Instagram, the organization has started sharing their brand information for specific audience group. It has become an important platform for promoting services and products in the market. Through different brand pages, the companies have started interacting with the consumers, which has helped in enhancing the brand visibility as well as loyalty (Gligor, Bozkurt and Russo 2019). In this particular period it has become important for the organizations to understand the significance of social media marketing tool for enhancing the consumer commitment towards specific brand. In some of the cases lack of clear knowledge regarding the use of social media platforms it becomes challenging for new brands to understand how to ensure positive consumer engagement. Therefore through this research outcome, the researcher will concentrate towards sharing sufficient knowledge of customer engagement through social media platforms with the brands those are new in the market in order to ensure growth in the market.
The aim of this research paper is to investigate on the relationship between social media marketing and customers’ commitment towards a brand. In this study, the investigation will initially focus on analyzing the influence of social media marketing on customers’ affective commitment. Secondly, the researcher will also concentrate on analyzing the factors of social media those are important for ensuring customers’ commitment. Lastly, the study will identify effective social media marketing technique for ensuring high customer engagement for new brands.
- To investigate theinfluence of social media marketing on customers’ affective commitment
- To focus on analyzing the factors of social media those are important for ensuring customers’ commitment
- To identify effective social media marketing technique for ensuring high customer engagement for new brands
- What is theinfluence of social media marketing on customers’ affective commitment?
- What are the factors of social media those are important for ensuring customers’ commitment?
- What will be effective social media marketing technique for ensuring high customer engagement for new brands?
Factors for Ensuring Customer Commitment through Social Media
The significance of the research is it will concentrate on analyzing the importance of social media marketing practice in order to ensure positive commitment of the customers towards specific brand. In this investigation, the effectiveness of social media in order to generate new brand value can be reflected. In this research paper, the researcher will try to establish social media as an important platform in order to generate high customer engagement towards the brand. Therefore, the analysis can help further researchers to conduct research on this topic area in future and the analysis can also help in improvising marketing strategies for new brands.
Over the past few years, social media has become the most effective tool due to increasing internet accessibility among the global people. Digital customers spend almost 2.5+ hours on internet (de Oliveira Santini et al. 2020). Social media marketing has positive correlation with consumer engagement. Due to the cost effective nature and it has increased accessibility information. Increasing existence in social media platforms it has become quite easy for the brands to treat Global customers. It has become an effective marketing Communication platform because it has improved brand interaction (Li, Teng and Chen 2020). The increasing brand recognition it has enhanced opportunities for the brands to increase visibility on the internet. It has simplified the way of brand interaction to the audience and help in understanding new perspective of the customers.
Carlson et al. (2018) stated that It has significantly contributed towards creating richer experience for the consumers. It has helped in enabling value for the stakeholders handmade the communication process quite fast (Sashi, Brynildsen and Bilgihan 2019). Satisfied customers are sharing their experience on social media which is attracting new customers. It is the most cost-effective campaign solution that can incredibility target the potential customers. Social media platform is also effective because it can easily track the success rate.
Hollebeek (2019) stated that the social media marketing techniques are also quite effective for improving the consumer insight. The information regarding the firm can be circulated through social media platforms. This can indirectly help in increasing the organic ranking of the brand on Google. High quality content on social media can help the organization to generate its valuable position on internet.
Social media has become an important marketing tool in the current competitive business environment. Brands are using the social media tool for establishing customer engagement. Over the past few years, firms are getting continuous pressure in order to generate strong customer commitment for ensuring market survival (Garg et al. 2020). Different organizations are using various structural models for ensuring brand commitment. The relationship between brands and customers has got highly influenced based on the social marketing based practices. The popularity of social media has become important for improving customer relationship management. It creates the environment that is important for customers to interact with the companies. In the current scenario, the companies are using social media platforms to encourage the customer interactions (Gligor, Bozkurt and Russo 2019). In the current situation, the social media is the most important component of relationship marketing. It is most cost effective and flexible marketing platform that can help in sharing service and product information to the customers. Based on the availability of information of the brand visible on the platform, the customers are getting knowledge regarding the brand information. Social media marketing techniques has made the brand information accessible to the customers that have increased brand transparency in the market.
Effective Social Media Marketing Techniques for Ensuring High Customer Engagement
Social media engagement has made impact on the global marketing context. Building brand image and selling product through social media, firms have started getting global customer attention. Following factors are important for influencing social media engagement
Relevance
The brands are using the social media platforms to share business contents to the customers. Customers are using social media platforms for exploring the product and service informations. On social media, selecting the interest topic area, customers are getting relevant stories and videos shared by the experienced customers those are impacting on the online prodile of the brand (Algharabat et al. 2020).
Voice
Social media has also become an important voice for encouraging the customers towards brand engagement. In the twitter headlines, followers easily get distracted. Based on the replies on social media platform the consumer engagement can be done (Gligor, Bozkurt and Russo 2019). Based on retweets, likes, tags and share on social media platform the customer engagement can be done by the company which can help in measuring its popularity.
Quality
Quality is an important factor associated with social media engagement where help the amount of content can help the marketers to prioritize quality over quantity (Gligor, Bozkurt and Russo 2019). The companies try to share good quality of content on social media platforms for making transparency between the product and the customer. Sharing real image and updates of the service and products shared by the companies it has become quite easy for the companies to maintain its good quality of content on social media.
User Generated Content
User generated content has become an important trend in social media for engaging customers. By participating in the users in boosting brand image the companies are getting huge advantage in the market. Users are sharing their own experience about the products and services provided by the company which is influencing another user to use that product.
Positivism philosophical approach will be used in this research paper for critically analysing the scientific evidence is associated with the topic area. This particular philosophical approach can help in collecting the scientific evidences for addressing research issue.
The descriptive research resign will be suitable for this research paper because using this particular Research Design and multiple research methods can be considered while formulating the research paper. Critically analyzing the research variables it can help in representing in-depth analysis.
Deductive research approach will be considered in this research paper, where the hypothesis of this research project will be tested by utilizing the existing theories and models.
WEhile formulating academic research papers, Primary and secondary are two types of data those are generally being utilized (Fletcher 2017). Primary data is being collected directly from the field of research. It is also called as first hand data. Secondary data is being collected from past researches. Both primary and secondary evidences will be suitable in this research paper in order to understand the customers’ commitment towards new brand based on the social media marketing approaches (Hickson 2016). Primary data will be collected by conducting a survey on consumers. Using simple random sampling technique, 100 customers will be selected from social media platform. The Survey Monkey analysis tool will be used for collecting the evidences and analyzing the outcome. In case of secondary sources Peer reviewed journal, articles, books and magazines can be considered.
Quantitative and qualitative data analysis techniques will be followed, where quantitative data analysis technique will be considered while conducting survey. Close ended questions will be shared with the customers. Collected evidences will be transformed into numerical form and will be represented through diagrams. In case of secondary evidences the qualitative data analysis technique will be followed where constant based analysis technique will be followed for representing the data.
Ethics is an important element associated with every research project. In this research project the authenticity will be maintained by considering relevant journal and articles. Confidentiality of the participants’ information will be maintained and they will be allowed to withdraw their participation at any point of time. Biased information will be avoided and none of the information will be copied.
Gantt Chart
Reference:
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