A STUDY ON THE IMPACT OF SOCIAL MEDIA MARKETING CONTENT ON CUSTOMER ENGAGEMENT

Abstract

In today's digital age, social media has emerged as a powerful and effective platform for marketing, influencing various aspects of consumer behavior. This research delves into the specific context of the educational sector to investigate the impact of social media marketing content on customer engagement. Through a mixed-methods approach encompassing qualitative interviews and quantitative surveys, this study explores how educational institutions' social media marketing content strategies influence consumers' engagement with their offerings. The qualitative segment involves in-depth interviews with marketing professionals from leading educational institutions to gain insights into their social media content creation practices and strategies. The findings of this research contribute to a deeper understanding of the relationship between social media marketing content and customer engagement within the educational sector. By identifying key factors that influence consumer engagement, such as compelling video content, user-generated feedback, and content alignment with preferences, this study offers valuable insights for marketers aiming to optimize their content strategies to effectively engage and retain customers in the educational domain. Keywords: Social Media Marketing, Consumer Engagement, User Attitude, Perceived Value, Customer Perception, Social Media Content