Customer Retention and Social Media Marketing: an Empirical Relationship

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Due to the quick emergence and widespread use of digital technologies, particularly in the field of social media, the global market has undergone a significant change in recent years. A fascinating field of study that examines how social media marketing affects customer retention has emerged as a result of this phenomenon. Numerous studies reveal multiple dimensions that heighten the discourse and contribute to an effective understanding of the association as researchers work to unravel the complexities of this empirical relationship. …………………………………….

According to anecdotal evidence, businesses that have used social media to effectively market their products have been able to keep a larger percentage of their clientele. A study by Angella J. made reference to this theory. According to Kim and Eunju Ko, effective social media marketing strategies can improve brand loyalty and customer relationship management, which will increase customer retention. ……………………………………

Such outcomes are not the result of a random event; rather, they are brought on by numerous social media-related factors. Customer engagement stands out as one of these factors that significantly affects customer retention. The marketing content is a crucial factor to take into account here. A higher level of customer engagement is typically produced by content that reflects the interests and expectations of the audience and fosters an interactive environment. Customers swim in the same familiar waters as happy fish, to use a metaphor. ………………………

Additionally, P. Kotler, a well-known expert in marketing, claimed in his ground-breaking work that customer retention is significantly impacted by satisfaction. The level of satisfaction may be significantly influenced by the caliber of customer service provided through social media platforms in order to extend this statement into the field of digital marketing. Therefore, it can be concluded that social media platforms ‘ quick customer service support may have a positive impact on customer satisfaction and increase retention. ……………………………………

In terms of empirical evidence, Sunyoto and Huarng’s study of Facebook users shows that customers are more satisfied when they have a good social media experience. The case for customer retention was further strengthened when it was discovered that the satisfied customers showed increased brand loyalty. ………………………

It is crucial to talk about the influential function of social media influencers in modern marketing strategies if you want to fully understand the connection between these two types of marketing and online lead conversion customer retention. Metaphorically speaking, these influencers wield Midas ‘ power because their implicit or explicit suggestions tend to sway consumer preferences in favor of particular goods or brands. Therefore, using social media influencers to maintain brand recognition and customer loyalty can be a successful strategy for customer retention. ………………………

Alalwan et al.’s study added statistical complexity to this story. highlights how influencers affect customer retention. According to the study, the retention rate for audiences who followed social media influencers was 37 % higher than for the control group. The two-way communication stream between the influencers and the audience, which strengthened customers ‘ affinity for the brand, also has a noteworthy ripple effect. ……………………………………

The effect of social media marketing on fostering a sense of community among consumers is another aspect of the relationship that needs to be examined further. Social media’s interactive nature can be used to encourage brand-related discussions and build a community of devoted users. A strong sense of community can increase customer loyalty and increase retention rates, as the proverb goes. ……………………………………

Bianchi and Andrews conducted an experiment in support of this idea in which they built a social media platform virtual community for their brand. According to the findings, members of this community had a 28 % higher retention rate than non-members. This empirical data clarifies how social media community-building initiatives can have a big impact on customer retention. ……………………………………

In conclusion, a fascinating maze of various viewpoints and research directions are presented by the empirical connection between social media marketing and customer retention. Each thread weaves together to create a fabric that may be able to keep customers, whether it be customer engagement, customer service, influencers, or community building. The complexity of these relationships, however, varies depending on a number of factors, including the business sector, the targeted demographic, and the general social and economic climate. Therefore, in order to highlight the minute details of this complicated relationship, additional research in this area is essential. ……………………………………