Impact of Social Media Marketing on Customer Engagement: Promoting Electronic Word of Mouth Intentions in The Online Fashion Apparel Brands

Abstract

Research aims- As the use of social media channels increases, individual’s interaction is increasing rapidly. Due to this, eWOM between individuals using social media sites is turned out to be a phenomenon that organizations should focus on. This study investigates whether social media marketing Influencing electronic WOM intentions and whether consumer engagement plays a mediating role in this effect with the moderating affect of social interaction ties.

Design/ Methodology/ Approach- Data were collected from the social media users. The data collected from 456 respondents was analyzed with the help of the SPSS and AMOS.  

Practitioner/Policy implications- The findings of this study suggest that marketers should focus on the social media marketing due to its powerful impact of customer engagement and word of mouth intentions. Businesses can apply these suggestions by constantly monitoring the consumers concerns and modifying the online marketing strategies.

Research limitation/ Implications- Some variables such as consumer attitude, consumer motivation can be considered for future research as these variables can affect the relationship. And more weight can be added to the literature by comparing the effect of electronic word of mouth to marketing strategies conducted by various companies on various social platforms. 

Keywords- social media marketing, consumer engagement, electronic-word-of-mouth Intention, social interaction ties.