Chapter 13 – Social Media and Digital Engagement

Learning Outcomes

After completing this chapter, learners will be able to:

Explain the role of social media in shaping modern customer experiences, brand perception, and digital engagement across global markets.
Differentiate among major social platforms and evaluate how content formats, algorithms, and consumer behavior influence strategy.
Analyze how brands use community-building, social listening, and creator partnerships to drive engagement and advocacy.
Apply principles of content planning, channel alignment, and audience segmentation to design effective social media strategies.
Assess the ethical, cultural, and operational challenges associated with digital engagement in a global context.