Social media marketing

Social networking has become an outlet in today's technology-driven world, where

retailers can expand their marketing strategies to a broader spectrum of customers. Social
media would have a huge influence on culture. In the current century, it has been regarded as
one of the most recent and significant e-marketing instruments. Business users use social
media as a marketing tool to communicate with consumers and partner companies and create a
social media campaign that intrigues users with content and authenticity that is engaging.
Provides consumers with usability to consider their preferences and desires as well as influence
their buying decisions.
Many advertisers today use various forms of social networking platforms for ads that are
real to their current and prospective consumers, such as Facebook, Twitter, YouTube,
Instagram, and Google. In your digital marketing mix, you can then imagine the proliferation and
amount of reach you can get to your product or service if you consider these networks. The
advertisement emanating from social media marketing is such that customers can trust it since
the source is either via a Facebook message or a Twitter retweet regarding a specific company
or product within the peer group.

Dependent Variable

Customer Engagement

The relationship between a consumer and a company is monitored by customer

engagement. This can be done in many ways and is important to encourage customer loyalty,
increasing awareness, and determining customer satisfaction. Customer engagement can be
related to customer-to-customer communication with regards to a product, service, or brand of a
certain company.
Customer engagement is different from online customer engagement. Online customer
engagement is said to be an interaction between the customer and the consumer through social
media. This kind of engagement is also important because it engages in online communities in
which the customers can directly contact the consumers.

topics. This process leads to a customer’s positive engagement with the company or offering, as
well as the behaviors connected with different degrees of customer engagement.

Independent Variables

Quality of Content

Quality content is the foundation of a productive online marketing strategy. It is a

customer-centric holistic perspective that customer values as meaningful and relevant.
Employing high-quality content, the brand company is founded as trusted experts in the field of
business. Quality content delivers the message, advises, and inspires consumers to purchase
products and services over other competing brands. Besides, delivering high-quality content is
one of the most important aspects for attracting clients and generating interest in specific
businesses. As today’s modern generation, it is must-have marketing as it builds trust.
Frequency of visit

Visit frequency evaluates the pattern of attendance across your database on how often
customers visit a specific site regularly within the same day and how many repeated visits they
make overall. With the Analytics Suite, you can measure how many people visit your site once
a day, twice a day, and three times a day. It is an advantage to know how many times on
average, customers have visited in the past. The constant customer visited the site in the past,
the more likely customer will be engaged, which measures customer loyalty and discover their
behavioral trends.

User Experience

User Experience is the comprehensive journey users wander as they use a particular
product/service. It is a vague concept that can encompass everything on how well the user can
handle the product, how convenient it is to use, and how influential the content presented is. It
requires not just their individual experiences with the product but also how it integrates into the
overall process of fulfillment of the function.
The total experience is perceived to be part of the user's experience from the customer's
perspective. Despite the various facets of the experience are strictly controlled or merely linked
to the product. Every touchpoint of interaction between the client and the company is included in
the overall user experience.