© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2024
N. Zaidi et al.Building AI Driven Marketing Capabilitieshttps://doi.org/10.1007/978-1-4842-9810-7_1

1. Using Social Media for Improving Customer Engagement

Neha Zaidi1  , Mohit Maurya2, Simon Grima3 and Pallavi Tyagi2
Symbiosis International Deemed University, Symbiosis Institute of Business Management, Noida, India
Delhi, India
Marsaxlokk, Malta

Dr. Harish Kumar, Professor and Head, Department of Mass Communication, St. Xavier’s University, Action Area III, B, Newtown, Kolkata, West Bengal 700160

Customer engagement is an essential aspect of corporate success, as engaged customers are more likely to purchase products and services, refer friends and ...

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