Conceptual Appraisal on social media engagement and purchase decision.

Abstract

The social media marketing is a phenomenon that has received considerable attention in the networking landscape from people and organizations. The Internet and social media transformed the interaction between customers and brands dramatically. The consumer literature of social networks underscores the growing importance of this new marketing channel in on-line connection and engagement with social customers. The Internet and social media transformed the interaction between customers and brands dramatically. The literature studied on social media involvement identifies gaps may concern future scholars. Social networking sites allow users to share ideas, activities, events and interests within their individual networks. Social media content are more likely to spread faster and quicker than any other object in the context of awareness. Apart from customer engagement, website traffic and brand awareness social media is playing an important role in the consumer buying decision making.