Besides enabling the company to appeal to more customers, social media marketing also plays a

vital role in increasing customer engagement. Wang et al. (2023) stated that customer
engagement is the degree of customer involvement in conversations, experiences, and loyalty
with a brand or a company. Companies have a tendency to build a long-term relationship with
their customers, which can bring them a significant profit without much effort paid to the
marketing process. Thanks to social media marketing, companies are offered countless
opportunities to promote simultaneously that allows brands to exist and participate in many
important occasions of customers’ lives (Kotler & Armstrong, 2017). For example, social media
platforms, such as Facebook or Instagram, assist marketers to engage in immediate conversation
with their customers in response to queries or address problems related to products or services.
This responsiveness could lead customers to realize that the company cares and values their
opinion so that these customers are likely to become loyal and trust the brand more. Moreover,
according to Kotler and Armstrong (2017), taking advantage of social media, marketers can
tailor interactive and personalized content for their customers, which may make customers
satisfied as well as willing to engage and strengthen closer relationships with the brands. As a
result, the companies can gain more profit and success through the application of social media
marketing to attract customers (Nuseir & Elrefae, 2022). Therefore, companies should prioritize
social media marketing to heighten their customer engagement.

In summary, by embracing social media marketing, companies can effectively attract and engage
more customers as well as measure the productivity of marketing strategies, leading to an
increase in business success. Therefore, it is crucial for companies to recognize the importance of
social media marketing and allocate company resources appropriately to create optimal
performance for marketing strategies.