How Social Media Marketing is Helping in Customer Retention and Customer Engagement: A Case of Marks and Spencer

Joshi, Niyati; Gabhane, Dinesh; B, Parimala Devi; Somashekhar, C

doi:10.1149/10701.17027ecst

Cited by 2 publications

(2 citation statements)

References 6 publications

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“…Proceedings of the 4 th Asia Pacific Conference on Industrial Engineering and Operations Management Ho Chi Minh City, Vietnam, September 12-14, 2023 © IEOM Society International In previous research, the interaction of Social Media Marketing has a positive effect on Customer Engagement (Bozkurt et al 2021). Social Media Marketing has a positive effect on Customer Engagement (Joshi et al 2022;Rachmadhaniyati, 2021)…”

Section: Relationship Of Variablesmentioning

confidence: 94%

The Effect of Social Media Marketing on Customer Retention Mediated by Customer Engagement

Oktaviani,

Gunarto

2023

Proceedings of the International Conference on Industrial Engineering and Operations Management

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Social Media Marketing is an effort to better understand the dynamics of effective strategies in modern business. The purpose of the study was to determine and analyse the relationship between Social Media Marketing, Customer Retention, mediated by Customer Engagement for Shopee e-commerce users in Palembang City. This research explores the role of social media marketing in maintaining Shopee's customer continuity, customer engagement is a key element in the link between social media marketing strategies and customer retention. The research method was implemented through a quantitative approach using a survey as the research design. The unit of analysis of the research was Shopee e-commerce users in Palembang City with a total of 130 respondents. The data analysis technique was carried out with the SEM-PLS approach to conduct hypothesis testing. The findings of Social Media Marketing proved to have no direct effect on Customer Retention (38.9%), but Social Media Marketing has a positive influence on Customer Engagement by (97.2%) and the relationship between customer engagement and Customer Retention by (0.56%). The results of the mediation test state that Customer Engagement successfully mediates the relationship between Social Media Marketing to Customer Retention with a relatively low mediation effect. The implications of these findings provide opportunities for Marketing Managers to develop more effective marketing strategies through social media platforms and increase interaction with customers, in order to increase Customer Engagement. The research results can be used by Shopee e-commerce Marketing Managers to design more targeted marketing campaigns and improve understanding of customer behaviour and needs through analysis of the data generated. The implications of this research also encourage the training and development of marketing teams to improve the effectiveness of their performance and adopt a data-driven decision-making approach in future marketing strategies.

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Section: Relationship Of Variablesmentioning

confidence: 94%

The Effect of Social Media Marketing on Customer Retention Mediated by Customer Engagement

Oktaviani,

Gunarto

2023

Proceedings of the International Conference on Industrial Engineering and Operations Management

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“…In addition, in 2014, Marks and Spencer introduced the "Leading Ladies" initiative and a fresh e-commerce system. By asking consumers to name a puppy they saw in a TV commercial, M&S leveraged social media to engage consumers and dramatically grow their Facebook following [11]. This action has not only increased their digital footprint but also fostered a deeper connection with their audience.…”

Section: Economic Benefitsmentioning

confidence: 99%

The Role of Digital Transformation in Enhancing Economic, Social, and Environmental Benefit: Take Marks & Spencer as Example

Zhang

2024

AEMPS

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The term "digital transformation" refers to the thorough integration of digital technology into all aspect of company operations, radically changing the way businesses operate and produce value for corporations. Technological improvements have led to an increase in online shopping in the present digital age, which has made a thorough investigation of the effects of digital transformation across the economic, social, and environmental domains necessary. The objective of this article is to present a thorough study of the digital transformation path of a well-known retail business Marks and Spencer (M&S) by using Product-process Matrix to evaluate the competitors of M&S, then utilizing SWOT to analysis the current situation of M&S and indicate how digital transformation eliminate their weakness and threats by improving their opportunities and strengths. The emphasis will be on how M&S has adopted digital practices and technology to improve their revenue as well as society convenience and the environmentally friendly in addition to strengthening its position in the market. Then lastly evaluating how effectiveness of digital transformation and sustainability in the environment, social progress, and economic prosperity for the future.

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How Social Media Marketing is Helping in Customer Retention and Customer Engagement: A Case of Marks and Spencer

Cited by 2 publications

References 6 publications

The Effect of Social Media Marketing on Customer Retention Mediated by Customer Engagement

The Effect of Social Media Marketing on Customer Retention Mediated by Customer Engagement

The Role of Digital Transformation in Enhancing Economic, Social, and Environmental Benefit: Take Marks & Spencer as Example

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