Exploring the Interrelationship between Customer Engagement, Customer Gratification, and Customer Empowerment in the Context of Social Media Marketing

Abstract

The advent of social media platforms has brought about a revolution in marketing strategies in this era of digital transformation. These platforms have enabled firms to cultivate interactive relationships with their customers. The purpose of this study is to analyze the interrelationship between customer involvement, customer gratification, and consumer empowerment in the context of social media marketing. The research makes use of primary data acquired from five hundred active social media users who come from a variety of demographics and platforms. The research is conducted using a mixed-method approach. The results of structural equation modeling (SEM) indicate that there is a substantial positive connection between the three variables. This suggests that gratification has a considerable influence on engagement, and engagement, in turn, generates empowerment. The findings have strategic significance for marketers who are looking to increase customer-driven innovation, user advocacy, and brand loyalty through the usage of social networks.