Marketing through Social Media and Bookmarking Sites

Introduction

Marketing through Social Media and Bookmarking Sites project on MBA marketing The study examined the influence social media marketing has on customer engagement. The study was decided to be investigated as we can see that organizations spending on social media continue to soar, but measuring its impact remains a challenge for most businesses. All in all, social networking sites facilitate active communication between companies and users and spur interactions among users. Most social bookmark services encourage users to organize their bookmarks with informal tags instead of the traditional browser-based system of folders, although some services feature categories/ folders or a combination of folders and tags. In addition to the characteristic of collective intelligence, social news websites “implies the technical, economic, legal, and human enhancement of a universally distributed intelligence that will unleash a positive dynamic of recognition and skills mobilization.”

Here the need arrived to find out the factors influencing customer engagement; to explore what content they enjoy most on a Facebook brand page which drives them to re-visit. The results demonstrated that media and content types of posts exert a significant effect on customer online engagement. It also emphasized that higher the influence of social media marketing, the higher would be the customer engagement. The findings of this study revealed the five factors that have a significant impact on customer engagement. 

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