Social media: Unite users of the world An Exploratory Study Integrating Social Media and Customer Engagement

Abstract

This study explores the impact of social media on customer engagement, focusing on the perception of consumers regarding the use of social media platforms to increase customer engagement. The research utilizes a quantitative methodology with a sample of 300 respondents, examining two hypotheses: H1, which posits a significant impact of social media on customer engagement, and H2, which suggests a positive perception of consumers towards the use of social media platforms for customer engagement. Through a comprehensive analysis, the results show a strong correlation between social media and increased customer engagement, with significant levels of interaction, customer support, and positive purchasing decisions influenced by social media. The study also indicates that consumers generally view social media as a more effective and preferable medium for engaging with businesses compared to traditional methods. The data derived from one-sample tests provide robust support for both hypotheses, with high mean differences indicating a strong agreement among respondents. The conclusions from this research highlight the importance of social media in shaping customer-business relationships, suggesting implications for businesses to focus on social media strategies to meet customer expectations. Future research is encouraged to explore emerging trends and cross-cultural differences to deepen the understanding of social media's role in customer engagement.