A Study of Human-Computer Interaction to Engage the Customers in the Context of Social Media Marketing

In modern era every brand tries to engage its customer with the use of modern tools like social media. Social media is cost effective and instant tool to convey message to the customers. Keeping in view the importance of social media in modern marketing the aim of this study to explore the antecedents which are helpful of customer engagement with the brand. Survey method was used to collect the data from targeted population. Results of the study show that different antecedents such as customer involvement, customer participation and self-expressive brand has positive and significant association with customer satisfaction. Moreover, customer satisfaction has positive relationship with customer loyalty. The results of this study will be helpful for the brands that how can they engage their customer and develop long term customer loyalty.