Social Media Engagement
| Author(s) | : | Pal Pradip, Karan Patel, Nidhi Shah |
| Institution | : | Department of Information Technology, Sigma Institute of Engineering |
| Published In | : | Vol. 4, Issue 13 — January 2017 |
| Page No. | : | - |
| Domain | : | Engineering |
| Type | : | Research Paper |
| ISSN (Online) | : | 2348-4470 |
| ISSN (Print) | : | 2348-6406 |
There’s no doubt that almost every business is (or at least trying to be) active on social media. But moreoften than not, you’ll find companies trying to engage with their audience on social channels with no plan or strategy.The purpose of “Social media Engagement” is to create a genuine and meaningful two-way conversation. Once that’sestablished, other business goals such as brand awareness and lead generation will follow naturally. We advance twotypes of engagement with online media - Personal and Social-Interactive Engagement. Our results show that both typesare positively associated with advertising effectiveness. We discuss consumer engagement with a website, provide asystematic approach to examining the types of engagement produced by specific experiences, and show that engagementwith the media context increases advertising effectiveness.
Pal Pradip, Karan Patel, Nidhi Shah, “Social Media Engagement”, International Journal of Advance Engineering and Research Development (IJAERD), Vol. 4, Issue 13, pp. -, January 2017.
