G. Vijaya Kumar,Arcot Purna Prasad,L. M. Vinathi Priyadarshini,



Social media,Marketing campaign,Customer relationship,Effective engagement strategies,


Today’s Business scenery is influenced by Social media propagation. The companies need the information about the How, when and where the business to exit , where the customer exist and needs of the customer changes significantly because of implementation of social web. In relationship marketing previous studies proposes before going to purchase of any product customer will need the information the product will going to be right or wrong to him and to maintain the product for a long period through commitment and responsible and emotional bonding with the company. Therefore, the success of any marketing campaign is depending on trust, commitment, responsibility and bonding of the customer with the company. Indian Corporate has just begun to invest in Social media and are thinking of effective engagement strategies with their audience. The study revealed certain important implications for practicing managers.


I. A. M. Kaplan, M. Haenlein, “Users of the world, unite! The challenges and
opportunities of Social Media”, Business horizons, Vol.: 53, Issue: 1,
pp:59-68, 2010.
II. A. Mollen, H. Wilson, “Engagement, telepresence and interactivity in
online consumer experience: Reconciling scholastic and managerial
perspectives”, Journal of business research, Vol.: 3, Issue: 9, pp:919 – 925,
III. B. J. Calder, E. C. Malthouse, “Media engagement and advertising
effectiveness”, Kellogg on advertising and media, pp. 1-36, 2013.
IV. F. Sabate, J. B. Mirabent, A. Cañabate, P. R. Lebherz, “Factors influencing
popularity of branded content in Facebook fan pages”. European
Management Journal, Vol.: 32, Issue: 6, pp:1001-1011, 2010.
V. J. V. Doorn, K. N. Lemon, V. Mittal, S. Nass, D. Pick, P. Pirner, P. C.
Verhoef, “Customer engagement behavior: Theoretical foundations and
research directions”, Journal of Service Research, Vol.: 13, Issue: 3,
pp:253-266, 2010.
VI. J. Wirtz, A. D. Ambtman, J. Bloemer, C. Horváth, B. Ramaseshan, J. V. D.
Klundert, J. Kandampully, “Managing brands and customer engagement in
online brand communities”, Journal of Service Management, Vol.: 24,
Issue: 3, pp:223-244, 2013.
VII. M. M. Mariani, M. D. Felice, M. Mura, “Facebook as a destination
marketing tool: Evidence fromItalian regional Destination Management
Organizations”.Tourism Management, Vol.: 54, Issue: 1, pp:321-334, 2016.
VIII. S. D. Vivek, S. E. Beatty, R. M. Morgan, “Customer engagement:
Exploring customer relationships beyond purchase”, Journal of Marketing
Theory and Practice, Vol.: 20, Issue: 2, pp:122-146, 2012.
IX. S. Jayasingh, R. Venkatesh, “Customer Engagement Factors in Facebook
Brand Pages”. Asian Social Science, Vol.: 11, Issue: 26, pp:19-21, 2015.
X. V. Kumar, , L. Aksoy, , B. Donkers, , R. Venkatesan, T. Wiesel, S.
Tillmanns, “Undervalued or overvalued customers: capturing total customer
engagement value”, Journal of Service Research, Vol.: 13, Issue: 3, pp:297
– 310, 2010.

View | Download