The Role of Social Media Marketing in E-Commerce: An Investigation of the Relationship between Social Media Presence and Customer Engagement

B.Sc. Trupeshkumar kanubhai Patel, BSc

Master's thesis

Abstract:

This thesis explores the role of social media marketing in e-commerce and investigates the relationship between social media presence and customer engagement. The objective is to understand how social media marketing strategies can be utilized to enhance customer engagement and loyalty in the e-commerce industry. To achieve this, a mixed-methods approach is employed, combining a literature review with empirical research through surveys and interviews with e-commerce companies and their customers. The study begins with a comprehensive review of relevant literature from academic and industry sources, aiming to identify current trends and best practices in social media marketing and e-commerce. Additionally, quantitative research is conducted using an online survey to gather data on social media marketing strategies, customer engagement metrics, and the impact of social media marketing on customer engagement. Statistical methods, such as regression analysis and factor analysis, are applied to analyze the collected data and establish correlations between social media presence and customer engagement. The findings of this study provide insights into the ways in which social media marketing can be effectively utilized in e-commerce. Key areas of focus include digital marketing, online advertising, consumer behavior, social media strategy, relationship marketing, online customer experience, brand awareness, customer loyalty, influencer marketing, and content marketing. The results contribute to the existing body of knowledge in social media marketing and offer practical implications for e-commerce companies seeking to enhance customer engagement and loyalty through social media strategies. Overall, this thesis aims to shed light on the significant role of social media marketing in the e-commerce industry and provides valuable insights on leveraging social media presence to foster customer engagement and loyalty.

Keywords

Social media marketing, E-commerce, Customer engagement, Social media presence, Digital marketing, Online advertising, Consumer behavior, Social media strategy, Online customer experience, Influencer marketing

Language used: English

Date on which the thesis was submitted / produced: 29. 3. 2024

Thesis defence

• Supervisor: Ing. Petr Benda, Ph.D.
• Reader: Barbora Bendová, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Informatics