Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement

What is it about?

Highlights • Research highlights the link between social media analytics practice (SMAP), customer engagement (CE), and business performance (BP). • SMA does create new business opportunities by enhanced customer engagement as well as overall business performance. • SMA helps the retail organisation magnify its business presence, run a smart social media campaign, reduce customer services/support costs by using social media monitoring process. • Social media enables the building of an active community by administering an online conversation and taking customer responses and opinions on a particular product and its services.

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Why is it important?

Highlights • Research highlights the link between social media analytics practice (SMAP), customer engagement (CE), and business performance (BP). • SMA does create new business opportunities by enhanced customer engagement as well as overall business performance. • SMA helps the retail organisation magnify its business presence, run a smart social media campaign, reduce customer services/support costs by using social media monitoring process. • Social media enables the building of an active community by administering an online conversation and taking customer responses and opinions on a particular product and its services.

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