Social Media Marketing in the Retail Sector: A study of Consumer Engagement
DOI:
https://doi.org/10.64137/31079423/IJEBMR-V2I2P103Keywords:
Social Media Marketing, Consumer Engagement, E-WOM, Brand Trust, Customer SatisfactionAbstract
Social media marketing has transformed the retail landscape by enabling interactive and personalized communication between brands and consumers. This study examines the impact of key Social Media Marketing (SMM) dimensions, content quality, interactivity, personalization, influencer marketing, and electronic word-of-mouth (e-WOM) on consumer engagement in the retail sector. Using a structured questionnaire, data were collected from 283 respondents and analyzed through SPSS 28 and AMOS. The findings reveal that all SMM dimensions significantly influence consumer engagement, with e-WOM and content quality emerging as the strongest predictors. The study also confirms the mediating role of brand trust and customer satisfaction, with customer satisfaction exerting a stronger effect. Structural Equation Modeling (SEM) results indicate both direct and indirect relationships between SMM and engagement. The research highlights the importance of strategic, data-driven, and customer-centric social media practices for enhancing engagement and achieving competitive advantage in the dynamic retail environment.
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