New channels for consumers to communicate and connect globally within other consumption communities have been made possible due to the internet-based social media and communication platforms (Le, 2018). Online engagement is initiated by user reactions to social media posts as a gateway to popularity and activities of consumption communities (Le, 2018).
Along with the emergence of prominent social media platforms, most communities are currently based on a discussion forum on Facebook. However, they can use their social networking account to engage more individuals online. Furthermore, online consumer engagement is now garnering more attention than ever, with this topic being the point of central discussion in many of the international academic journals (Dessart, Veloutsou, & Thomas, 2015).
Online engagement is critical for any successful online campaign. As such, organizations like Sapphire are posting new and innovative challenges on their Facebook, Instagram and Youtube pages by hiring social media influencers. Moreover, online engagement is also of practical relevance as engaging the consumer base is already one of many marketers’ critical objectives (Dessart, Veloutsou, & Thomas, 2015).
Hence, it is becoming imperative for marketers to comprehend better the factors contributing to better online consumer engagement (Shaheen, Zeba, Chatterjee, & Krishnankutty, 2019).
One of the agreed-upon determinants that are recognized as facilitating consumer engagement in an online environment is online reviews. It has become evident in literature that online reviews posted by consumers as post-purchase behaviour tend to positively impact the sales of any organization operating in the online marketplace (Shaheen, Zeba, Chatterjee, & Krishnankutty, 2019).
Successful online engagement of consumers is a psychological state that appears along with the virtues of interactive, co-creative customer experiences with a focal agent, which is social media (Shaheen, Zeba, Chatterjee, & Krishnankutty, 2019). Past and ongoing experience with a brand or an organization behind the brand is usually critical in the process of generating online consumer engagement (Correia, Gorgus, & Kaufmann, 2017).
Creating Social Media Platform / Websites
Website and social media channels can be created for generating Lead Generation. Even though marketers today have exponentially increased their usage and creation of social media platforms, they can still catch up to engage consumer and brand Online fully. To create a long-lasting engagement, marketers today need to stop chasing the short-term sales boost using sales promotion (Barger, Peltier, & Schultz, 2001) we can also make blog-post for sharing useful knowledge of the service we offered . While accessing the site you may need VPN Service Providers. This could help reached .com and international sites.
Electronic Word of Mouth
Electronic word of mouth allows the consumers to share their experiences with specific products, and they are the advocates for influencing the consumers’ purchase decisions in general. Because of its ability to reach a larger audience, electronic word of mouth is more influential than just word of mouth (Christodoulides, Michaelidou, & Argyriou, 2012).
Compared with offline word of mouth, electronic word of mouth is large-scale, where negative and positive information can be obtained by individuals generating user-generated content simultaneously (Bae & Kim, 2020). Product sales, purchase intention, product attitude and brand attitude are some of the several perspectives from which the influence of electronic word of mouth has been analyzed (Bae & Kim, 2020).
Negative Electronic Word of Mouth
Furthermore, this research study investigates how social media provides a sustainable atmosphere for electronic word of mouth propaganda. The positive electronic word of mouth focuses on the creative and innovative aspects of marketing and using electronic word of mouth to get a good message. But today, electronic word of mouth can also come with negative connotations because today, social media is littered with hate speech.
And other derogatory propaganda supported by ill-willed individuals who want to see chaos all the time. The digital storm of technological advancements is taking the world on a wild ride. Never before has user-generated content garnered as much popularity and status, so much so that these individuals generating the content of the electronic word of mouth are now seen as celebrities.
Online Services – Branding
Three scholars Dellarocas, Gefen and Straub, had discovered that the provision of electronic word of mouth increased trust, which people had on a brand providing online services even if the user generating the content remains anonymous (Liu, Xiao, Lim, & Tan, 2017). The advent of Web 2.0 changed the worlds’ communication style forever. So it was inevitable that the positive and negative reviews of any product would find a way to be marketed on these new social media-driven platform.
Today, the number of consumers who use the internet to seek organizations’ or products’ information has grown exponentially, and as a result, electronic word of mouth came to be (Jalilvand & Samiei, 2012). Henning Thurau further describes electronic word of mouth as “any negative or positive statement made by former, actual or potential customers about a company or its product and such statement is made available to a large number of institutes and individuals over the internet (Jalilvand & Samiei, 2012).
The numerous studies have suggested and proved that there is a substantial impact made on consumer buying behaviour because of electronic word of mouth. The way consumers adopt information today is one of the critical antecedents relating to consumer buying behaviour (Rahman & Mannan, 2018). Electronic word of mouth has become an essential marketing tool and social media’s ability to cater to various interpersonal communications that allow its consumers to share photos, interpersonal messages, GIFs and videos which further foster interpersonal online relationships (Choi, Seo, & Yoon, 2017).