Building brand engagement through Twitter marketing strategies

Abstract

Social media represent a fast and easy way for global brands to interact and engage with consumers, and draw attention to their corporate social responsibility (CSR) efforts. This study finds that brands do use social media to share their CSR efforts, but not as extensively as they might. Instead, brands focus on sharing information about products and to build community. Finally, brands are not maximising customer engagement by increasing the number of followers that they follow back. There is much potential for global brands to increase their reach through their Twitter accounts.