• Dr B.Anjan Kumar

It is understood in the recent years, the advent of social media has transformed the landscape of marketing by offering new business opportunities and engaging the customers in different ways. Customer engagement using social media marketing has become an important contemporary marketing strategy. This research claims to identify the antecedents that contribute to marketers that engage the customers using social media platforms, exploring the factors that influence consumer interactions and brand relationships. Social media facilitate and form a bridge between the firms and customers and create a one-to-one interactive bonding. This influenced the researcher to find the antecedents that drive customer engagement in social media platforms. This study enables to understand to explore the influence of social media platform and content that the users connect upon and engage to re-visit. Customer engagement will also establish considerable value for organizations that has a direct impact on firms’ performance. Contributing a thorough study on antecedents of social media marketing that has an influence on customer engagement found to be relevant. So the researcher attempts to explore various aspects related to the contemporary issues of social media and customer engagement in the current study.

Antecedents, Customer engagement, Social media, Social Media Marketing

"The Study on Antecedents of Customer Engagement Through Social Media Marketing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.c245-c249, March-2024, Available :http://www.jetir.org/papers/JETIR2403232.pdf

"The Study on Antecedents of Customer Engagement Through Social Media Marketing ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppc245-c249, March-2024, Available at : http://www.jetir.org/papers/JETIR2403232.pdf