Effect of Social Networking Sites on Consumer Engagement Through E-Wom: A Critical Review of Empirical Studies

Author(s) : Mitra Amini, Prof. Kaleem Mohammad Khan
ISSN : 0974-497
Year : November 2016 | Volume : 10 | Issue : 4/4

Abstract:Last two decades witnessed technological innovations and rapid globalization that has not only affected individuals but also changed the business landscape and the focus has shifted to exploring and understanding consumers (Iva, Tihomir, Dobrini, 2011). Businesses are realizing that by using right and timely information about their consumers, they can gain competitive advantages in their business and that social networking sites (SNSs) can serve as an effective medium for reaching out to consumers by engaging them through real time communication, and attractive and constantly updated content. SNSs enable two way communication and consumers are able to provide feedback to the businesses and also articulate and share their opinion about products, services and brands through electronic word of mouth. The present study is an attempt to document and interpretation the findings from relevant studie (SNSs) consumer engagement, electronic word of mouth, social media s that have appeared in major publications in the context of role of SNSs in consumer engagement through electronic word of mouth. The researchers expect to that the paper will be of immense help to researchers in the area.


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