Social Media Analytics for Effective Customer Brand Engagement Assessment: A Theoretical Exploration

Abstract

Customer engagement has become a critical component of business success in the digital age. Challenges to this commitment include creating personalized experiences, building trust, and using data to anticipate customer needs. Our study aims to analyze the impact of social media analytics on online customer engagement assessment. We propose an analysis model integrating key dimensions of customer engagement, such as interaction, satisfaction and social influence. The expected results of this study are to provide a solid analysis model to assess customer engagement on social media and practical recommendations to improve the marketing strategies of companies on social media.