Impact of Social Media Marketing on Consumer Trust through Online Customer Engagement

Abstract

Traditional marketing channels can now be supplemented with social media platforms as part of a broader marketing strategy. To define users' interactions and/or interactive experiences in this new marketing period, concepts like engagement and participation became the primary non-transactional categories. As a result of these changes, firms began to experiment with a variety of tactics, which led to the development of a successful social media strategy based on trial and error. This study will examine the impact of customer engagement on social media platforms and their interactions with social media influencers on their trust in the same to provide additional insights. How social media and influencer marketing might influence consumer trust in the brand and its products will be examined as part of this study's research objectives. For the same goal, 87 people were surveyed. Descriptive statistics, on the other hand, have been employed to examine the raw data.