Developing A Model of Social Media Marketing Strategies to Increase Customer Engagement

People worldwide are extensively involved in using web 2.0 technologies and social media platforms. Consequently, businesses view such technologies as effective mechanisms for increased interaction with their customers. As a result, topics related to social media marketing have attracted the attention of scholars and researchers to enhance current understanding in the marketing field. The aim of this research is to develop a model of social media marketing strategies to increase customer engagement. The research topic is a combination of quantitative and qualitative methods, where the quantitative research method involves survey research of a descriptive and explanatory nature, while the qualitative research method involves the use of interview techniques. Based on the objective, the research method of this study is fundamental. The population of this research includes leading car brands in the automotive industry that are highly active on social media and have high customer engagement. The findings resulted in the extraction of 4 main themes and 12 sub-themes based on data analysis. Additionally, a model for customer engagement with the brand is presented. Companies can consider the strategies outlined in this research for developing and expanding their long-term plans to increase their sustainability and adapt them if necessary. Business owners in other industries can also use the findings of this research to set their business goals, which could lead to increased customer engagement, brand advertising, and brand content enhancement.