What Will Influence Customers Engagement the Strategies and Goals of Tweet This paper aims to find the correlation between customeru0027s engagements with the tweet. This paper use Adidas official Twitter accounts as the sample, develop a model to evaluative each tweet with six strategies (celebrity, entertainment, storytelling, product information, megaevent, link) and three goals (brand build, product sale, marketing campaign). In addition, by using CBE theory, this paper wants to release the correlation between each customeru0027s engagements. This paper finds storytelling, product information, and product sale will have a positive influence on customer engagement; others have negative or irrelevant impact. Meanwhile, customeru0027s engagement does not correlate; however, the higher rate of quote, the more positive quote will get. Marketing managers can use these findings to decide online marketing strategy.

Examining the Relationship between Social Media Analytics Practices and Business Performance in the Indian Retail and IT Industries: The Mediation Role of Customer Engagement Abstract   Social media analytics (SMA) is a dynamic field which has received considerable attention from both academics and management practitioners alike. A significant number of the scholarly research currently being conducted in SMA, however, is conceptual. Industry experts know that SMA creates new opportunities for organisations who want to more strongly engage with their customers and improve business performance. However, the relationship between social media analytic practices (SMAP), customer engagement (CE), and business performance (BP) has not yet been sufficiently investigated from an empirical perspective. In order to gain a better understanding of the relationship between SMAP and BP and the mediation role of CE in that process, a largescale survey was conducted among senior and midlevel managers as well as consultants in the Retail and information technology (IT) industries in India. Specifically, a structured closedended questionnaire was administered to managers and management consultants countrywide and gathered usable responses from 281 respondents holding positions such as: Digital Marketing ExecutiveDigital Marketing Specialist, Management Consultant, Analytics Manager, Customer Relationship Manager, Marketing Director, Engagement Manager, etc. who were in charge of digital marketing strategies in the respondent retail and IT organisations. The questionnaire addressed issues related to the way in which SMAP contribute to an enhanced business performance through the mediation role of customer engagement. Structural Equation Modelling was employed to analyse the received empirical data. On the basis of the findings our research concludes that there is a significant positive relationship between SMAP and BP mediated by CE in the Indian retail and IT industries.