Early identification of customer engagement issues in relation to social media measurement

Résumé

The digital world is testifying a rapid increase in the abundance of social media users. In response, businesses continue to invest significant efforts to pursue customer engagement through the lense of brand sites. However, uncontained communication across multiple products and service categories from various media elements is restricting the efforts of marketers and management. The literature found that entrepreneurs have trouble assessing the customers and prospects involved throughout promotional activities on brand sites. Consequently, before the field inspection, this study established the goal to discover whether SMEs in Malaysia go through similar barriers. Four SMEs in the state of Melaka were interviewed in the initial investigation phase. Next, the content of conversations recorded through Smart Recorder software was analyzed using the chunked transcript. The findings show that the issue of measuring customer engagement does exist at the SME stage. Further, discussions, limitations, and future studies are presented and detailed for the gaze of readers, industry parties, and scholars from the same or interested areas.