Unlocking the Power of Social Media: Enhancing Customer Engagement in the Apparel Industry

Abstract

The presence of any brand on digital platforms has been affected by social media marketing nowadays. However, the presence is incomplete by the customer's engagement for any brand. Customer engagement helps brands to gain more profit and be reputed in the market and it can also be affected by various factors and identifying those factors is the main objective of the current study. Additionally, numerous social media platforms are used by consumers, so which platform is best to get high customer engagement. A qualitative method has been selected to analyze the objective of the current study by selecting a purposive sampling technique. Four themes were generated through a systematic literature review to analyze the objectives. There are three major types of factors that affect customer engagement for instance Brand related, Customer related, and Content related. In social media platforms, Instagram and Facebook are the most used platforms so both of the hypotheses are accepted. Brands should focus on these factors to enhance customer engagement in social media platforms.