Impact of Social Media Marketing on Customer Engagement in Retail Industry

This research investigates the impact of social media marketing as a type of digital marketing in increasing customer engagement towards the brand in the retail industry. It explores the different types of digital marketing used by the retail sector and the significance of social media marketing for retail industry. The research methodology involves a quantitative approach with primary data collection. The findings and discussion provide insights into the challenges faced by the retail industry in increasing customer engagement. The conclusion offers recommendations for improving research and business in the future.