Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)

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Assessing the Effectiveness of Social Media Context and Giveaways in Driving Virtual Engagement and Positive Customer Perception

Authors
Pallavi Choudhary1, *, Sonali P. Banerjee2, Ajay Singh3
1Research Scholar, Amity Business School, Amity University, Uttar Pradesh, India
2Assistant Professor, Amity Business School, Amity University, Uttar Pradesh, India
3Professor, ABES Business School, Ghaziabad, India
*Corresponding author. Email: pallavichoudhary699@gmail.com
Corresponding Author
Pallavi Choudhary
Available Online 17 April 2025.
DOI
10.2991/978-94-6463-682-6_29How to use a DOI?
Keywords
Social Media; Virtual Engagement; Customer Perception
Abstract

With the rise of social media as a dominant marketing tool, brands are engaging with consumers in a virtual ecosystem that significantly impacts customer perception. Using social media context and giveaways as key strategies to drive virtual engagement and foster positive consumer sentiment is explored in this conceptual paper. Giveaways leverage the interactive nature of social platforms to boost participation, increase visibility, and enhance consumer trust. Specifically, the paper examines how these tactics impact customer loyalty, brand awareness, and perception, particularly in competitive industries. A thematic analysis approach will be used to examine the interview data. Thematic analysis is a suitable approach for recognizing, examining, and documenting recurring themes in qualitative data. This study aims to provide insights into the role of reward-based engagement and strategic content creation in shaping consumer attitudes through the integration of theoretical frameworks and case examples, along with best practices for optimizing these efforts in the digital age.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
17 April 2025
ISBN
978-94-6463-682-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-682-6_29How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Pallavi Choudhary
AU  - Sonali P. Banerjee
AU  - Ajay Singh
PY  - 2025
DA  - 2025/04/17
TI  - Assessing the Effectiveness of Social Media Context and Giveaways in Driving Virtual Engagement and Positive Customer Perception
BT  - Proceedings of the 9th International Conference on Synergizing Sustainable Technologies and Management Practices (STAMP 2024)
PB  - Atlantis Press
SP  - 432
EP  - 441
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-682-6_29
DO  - 10.2991/978-94-6463-682-6_29
ID  - Choudhary2025
ER  -