Building AI Driven Marketing Capabilities: Understand Customer Needs and Deliver Value Through AI

© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2024

N. Zaidi et al. (eds.)Building AI Driven Marketing Capabilitieshttps://doi.org/10.1007/978-1-4842-9810-7_1

1. Using Social Media for Improving Customer Engagement

Harish Kumar¹  

(1)

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

 

 

Harish Kumar

Email: [e-mail]

Customer engagement is an essential aspect of corporate success, as engaged customers are more likely to purchase products and services, refer friends and family, and provide valuable feedback. Social media has not only become a powerful platform for corporate houses and marketers, but at the same ...