Engaging tech savvy consumers

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.