Index Social Media EngagementSocial Media Communication StrategyConclusionThis marketing literature review is based on the use of social media in integrated marketing communication. Embedded marketing communications (IMC) is a method governments use to brand and organize their interaction efforts. The main idea behind an IMC plan is to generate a seamless experience for customers across different aspects of the advertising mix. Corporate brand messages are strengthened as each advertising interaction channel works together as part of a cohesive team rather than in isolation. Social media (SM) is becoming an integral part of advertising strategy due to its communicative nature that allows for rapid and effective cooperation and data collection. In the last two years, numerous studies have attempted to analyze the role of SM in business organizations. Most of these studies were completed from the customers' perspective. Consumer loyalty to SM websites (i.e. a company's Facebook page) is linked to social compatibility and this is influenced as usage behavior is linked to the company's offering. The scientific author emphasizes that the qualitative and efficient interaction of business organizations with targeted groups is one of the main factors that helps companies compete successfully in the market. Social media is a relatively new phenomenon and different theoretical theories provide various definitions. Furthermore, this literature report will analyze three subsections of discussion, such as social media engagement and SM communication strategy. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Social Media Engagement Social media engagement interaction platforms have emerged as a popular avenue of advertising communication, with over 65 million vibrant industries globally, registered on the SM site such as Facebook, Twitter, and Instagram. The surge in such platforms has generated a space that allows customers to have access to instant interactions, vigorous conversations with retailers, multiple feedback loops, and engagement with sellers in behaviors that were previously unthinkable. Principle of consumer involvement, visibly clarify the accounts of the dynamics related to the consumer's interaction with the brand. Previous research has used information from online advertising to uncover the origins and outcomes of consumer engagement with the concept of brand pages. However, the simplest theory to suggest an experiential model of consumer engagement for brands is because brand pages are an interactive, media-rich platform that can facilitate tons of experiential opportunities. Additionally, brand pages that fund their interactive, media-rich expertise facilitate holistic brand experiences and can also garner greater customer engagement. The demand for SM for marketing and branding purposes is rapidly increasing. Consumer engagement captures the behavioral and psychological inclination to engage with brands and other customers on social media. The research specified that betrotheds show greater loyalty to brands. Customer engagement is “a psychological state that is context dependent because it describes the up and down levels of intensity that occur within the dynamic. Interactive engagement processes”. An engagement occurs when a consumer positively views the business).