Understanding a company’s social media strategies and customer engagement

Abstract

Social media is becoming imperative in today’s Internet world. A real case study of a company’s social media strategies was presented, so as to understand the importance of social media in marketing management. The present study, therefore, is an exploratory attempt to analyze the company’s social media strategies and their corresponding marketing impact. The collaborative processes of action research, where content analysis explains reflections on the lived marketing experience in Facebook, develops knowledge of complicated consumer behavior, such as customer engagement in social media.