Abstract:
The study proposes a theory that social media marketing influences consumer engagement. The
focus of research is to establish whether or not the theory holds true. For this purpose various
linkages have been developed between social media marketing and consumer engagement. These
linkages include major theories like Diffusion of Innovation, two way communication model and
important concepts in the postmodern marketing era like relationship building, experiential
marketing and embracing technology. Literature encompassing all these aspects has been
studied. A sample was selected to test the theory by interviewing people associated with social
media marketing. After conducting the research, it was established that consumer engagement is
the buzz word and brands need to engage consumers in order for the target market to remain
loyal. Additionally, social media was found to be the best method to engage consumers.
