A STUDY ON SOCIAL MEDIA MARKETING CAMPAIGNSONCONSUMER ENGAGEMENT AND CONVERSIONRATESINE- COMMERCE.

Aim: The objective of the study is to examine the relationship between social media marketingcampaigns and their interactions towards the brand among the consumers and the impact ofsocial media interactions in sales conversion. The study also aims in identifying thekeychallenges and limitations of e-marketing campaigns and recommendations to sort out thestuff. Materials & Methods: The research carries a combination of Descriptive statistics and convenience samplingonquantitative and qualitative data. A self reported questionnaire is circulated among peopleinGoogle forms through 5-rickert scale questions. A sample size of 138 was gathered andtheywere formatted through MS Excel and analyzed through SPSS IBMVersion 27. Introduction: The Internet as a medium of business has turned up the brands and business intoanewavatar- called content creators. The businesses they themselves engage with consumer/publicin social media to carry out marketing campaigns through gripping and entertaining contentsin platforms like Instagram, Facebook and other interactive social media platforms. Thebusinesses just not uses social media to showcase their product rather they build a strongcommunity through collaborating with influencers, sharing user generating contents andcreating groups with their consumers in handles .(Phomkamin, J., C. Pumpuang, P. Potijak, S. Sangngam, I. Ketprasit, and B. Mujtaba. "Engagement Strategies for E-commerce Businessesin the Modern Online World." (2021)).; This e-marketing campaigns for the brands beenmaterialized with various advantages, and the most important merit for the business is twoway communication i,e their direct engagement with the consumers and there arealsoadvantages like global reach, feedback and insights, low costs in advertising etc; Thetrendhas turned the businesses to carry out advertisements in social media as an integral part oftheir business operation(Zumstein, Darius, and Wolfgang Kotowski. "Success factors of e-commerce-drivers of the conversion rate and basket value." In 18th International Conferencee-Society 2020, pp. 43-50. 2020).Currently, businesses are increasingly leveragingsocial media to advertise their product to reach target audiences and directly interact withconsumers to drive bigger conversion rates of sales.Sakalauskas, Virgilijus, andDaliaKriksciuniene. "Personalized advertising in E-commerce: using clickstreamdata totarget high-value customers." Algorithms 17, no. 1 (2024): 27Over the last five years, it has been close to 25122; that is, there are roughly 17500paperspublished on this subject overall in Google Scholar. Currently there are around 7622paperspublished on the Web of Science.(Purnomo, Yudiyanto Joko. "Digital marketing strategytoincrease sales conversion on e-commerce platforms." Journal of ContemporaryAdministration and Management (ADMAN) 1, no. 2 (2023): 54-62.).(Semenda, Olha, YuliiaSokolova, Olena Korovina, Oleksandra Bratko, and Iryna Polishchuk. "Using social mediaanalysis to improve E-commerce marketing strategies." International Reviewof Management and Marketing 14, no. 4 (2024): 61-71).(Rachmad, Yoesoep Edhie. "Social Media MarketingMediated Changes in Consumer Behavior From E-Commerce To Social Commerce." International Journal of Economics and Management Research, 1 (3), 227242(2022)). (Reddy, Vijay Mallik, and Lakshmi Nivas Nalla. "Personalization in E-CommerceMarketing: Leveraging Big Data for Tailored Consumer Engagement." RevistadeInteligencia Artificial en Medicina 15 (2024): 691-725.) and according to my perceptionthe best article is .Sandra, Adefioye. "Social Media Integration in E-Commerce: BoostingSalesThrough Platforms like Instagram and Facebook." (2024).