Examining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: the mediation role of customer engagement / Viviana Awing Epoi

This article is about how customer engagement plays a role between social media analytics practices (SMAP) and business performance. The reason why I am choosing this article is that I want to know how the relationship between SMAP and business performance works. Next, I also want to know whether the relationship results in a positive or negative. As social media networking has evolved and expanded rapidly within the past decade, the interest in social media marketing among marketing and organizations has also grown sharply worldwide. The use of social media has become common today, and businesses should manage it in order to achieve their key goals. Moreover, through social media, it helps to create new opportunities for the organization to engage with their customers and help increase their business performance in the market. The researchers have discovered the benefits of applying Social Media Analytics (SMA) which can affect the business performance.