THE ROLE OF SOCIAL MEDIA ENGAGEMENT IN ENHANCING BUSINESS PERFORMANCE

Abstract

Social media engagement has become a crucial factor in shaping business performance in the digital era. This study explores the role of social media interactions such as likes, comments, shares, and customer feedback in enhancing customer loyalty, brand awareness, and business growth, (Lisette de Vries, 2012). The research indicates how companies can leverage engagement metrics to drive sales, strengthen brand positioning and improve customer satisfaction, (Abir Al-Harrasi and Al-Badi, 2014). The findings suggest that a well-executed social media engagement strategy fosters deeper relationships with consumers and also translates into measurable business success. This study provides valuable insights for business owners, marketers, and strategists aiming to optimize their digital marketing efforts.