Paper Key : IRJ************486
Author: Mr. Surjadeep Dutta,Dr. R. Arivazhagan,Dr. Shyamaladevi. B,Dr. T.s Edwin
Date Published: 16 Oct 2023
Abstract
In the digital age, E-commerce industries are continually evolving, and customer engagement plays a pivotal role in their success. Content marketing, specifically through channels like Whatsapp, has emerged as a powerful tool for fostering customer engagement. This conceptual study explores the strategic integration of content marketing via Whatsapp in E-commerce, focusing on its impact on customer engagement. The study delves into the theoretical underpinnings of customer engagement, content marketing, and Whatsapp as a marketing platform. It examines how content marketing strategies tailored for Whatsapp can enhance customer engagement by fostering personalization, interactivity, and immediacy. Additionally, the study explores the potential benefits, challenges, and ethical considerations associated with leveraging Whatsapp for content marketing in the E-commerce context. By synthesizing existing literature, industry practices, and case studies, this conceptual study provides insights into the multifaceted relationship between content marketing, Whatsapp, and customer engagement within E-commerce. Furthermore, it highlights future research directions and practical implications for E-commerce businesses aiming to optimize customer engagement through strategic content marketing via Whatsapp.Keywords: Customer Engagement, Content Marketing, E-commerce, Whatsapp Marketing.