SALIENT FEATURES OF CUSTOMER ENGAGEMENT, VISUAL PRESENTATION AND COPYWRITING FOR EFFECTIVE SOCIAL MEDIA MARKETING: AN EXPLORATORY PERSPECTIVE
Keywords:
social media marketing, customer engagement, visual presentation, copywriting, online purchaseAbstract
As internet-based marketing utilizes channels of social media to interact and attract prospective
customers to make online purchase for apparels there is a need to ascertain the extent to which salient
features of social media such as customer engagement, attractive visual presentation and copywriting
that are capable of driving such purchase. A total of 128 usable questionnaires were included in this
study. Distribution of online questionnaires was assisted where the online questionnaire link in
Google document was emailed to the company’s sales team who in turn blasted the online
questionnaire via email to all of their online customers in their data base. A positive significant (0.01)
high correlation of .709 for customer engagement and .711 were obtained for visual presentation with
online purchase for apparels. In addition, a positive significant (0.01) modest correlation of .653was
secured for copywriting and online purchase of apparels. The study affirms that online firms using
social media marketing must ensure they engage their online customers through discussions, reviews,
contest and comments to understand them better and to build relationship between their brand and
customer’s which has a positive impact on sales. Social media marketing too needs an exemplary
visual presentation to explain abstract concepts and facilitates retention of information and maintain
audience interest which ultimately has a positive impact on sale. Consequently, copywriting too
performs an important role of convincing people about a product by transforming product features
into benefits to convince readers into making a purchase.
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