• Nuzhat Jan
• Mushtaq Ahmed Bhat

The concept of customer engagement is of great importance in marketing, and the opportunities provided by social media to foster close relationships with customers have further increased the importance of this concept. With the advent of social media, practitioners seem to be excited about harnessing the potential of it in a wide variety of industries worldwide, and the academic scholarship alike seems to be interested in exploring the concept of customer engagement through social media. Being an emerging field, the objective of this study is to take stock of existing literature to consolidate the findings of previous studies and to offer suggestions to decision makers for maintaining close relationships with their valuable customers through the power of social media.

Customer Engagement, Social Media, Customer Engagement and Social Media

"CUSTOMER ENGAGEMENT AND SOCIAL MEDIA: A REVIEW OF EXISTING LITERATURE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 7, page no.a409-a415, July-2023, Available :http://www.jetir.org/papers/JETIR2307048.pdf

"CUSTOMER ENGAGEMENT AND SOCIAL MEDIA: A REVIEW OF EXISTING LITERATURE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 7, page no. ppa409-a415, July-2023, Available at : http://www.jetir.org/papers/JETIR2307048.pdf