• R. PAPITHA ANJUM
• Dr. FAHMEEDA YASMEEN

Customer is a king and plays vital role in determining the success of an organization. In order to survive and grow, it is important to boost the engagement of the customers by employing various marketing strategies with the latest trends and follow innovative methods in increasing their loyalty towards the organization. Many previous researches from around the world pointed out that enhancing customer engagement is one of the important goals and strategies of the success of the organization. Not only does customer engagement have the potential to significantly affect customer retention, it is also a key link to customer loyalty. The present study identifies and analyses the various Social Media Influencer (SMI) factors that affecting customer engagement and its impact on the level of customer engagement and customer loyalty towards Healthcare Products in Chennai. Based on a sample of 160 customers who are buying healthcare products with the influence of Social Media Influencers with respect to Healthcare Products in Chennai, descriptive and inferential analysis are carried out. Independent Sample “t” test, Correlation Analysis and Multiple Regression are used to test the hypotheses. The research reveals that there is a strong relationship between the SMI factors (Content Quality, Interaction, Attractiveness and Expertise) that affecting Customer Engagement and the level of Customer Engagement and Customer Engagement has strongly influenced the Customer Loyalty towards Healthcare Products. The study revealed that the female customers have more engagement with respect to healthcare products than the male customers. Out of five SMI factors that affecting the level of Customer Engagement, ‘Attractiveness’ is the strongest factor and ‘Trustworthiness’ is the weakest factor in determining the level of Customer Engagement and Customer Loyalty towards Healthcare Products. The study suggests that the management of Healthcare Products should design and implement effective customer engagement practices with the help of Social Media and take appropriate steps to improve the customer loyalty.

Content Quality, Interaction, Attractiveness, Trustworthiness, Expertise, Customer Engagement, Customer Loyalty.

"IMPACT OF SOCIAL MEDIA INFLUENCERS ON CUSTOMER ENGAGEMENT AND LOYALTY: A STUDY OF SELECTED HEALTHCARE PRODUCTS IN CHENNAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 8, page no.b575-b586, August-2021, Available :http://www.jetir.org/papers/JETIR2108202.pdf

"IMPACT OF SOCIAL MEDIA INFLUENCERS ON CUSTOMER ENGAGEMENT AND LOYALTY: A STUDY OF SELECTED HEALTHCARE PRODUCTS IN CHENNAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 8, page no. ppb575-b586, August-2021, Available at : http://www.jetir.org/papers/JETIR2108202.pdf