Abstract:

Companies are increasingly pursuing the goal of using marketing campaigns to market their products. To generate growing sales online, they are turning to social media channels in particular. However, not everyone is successful in operating these channels, and one term is gaining more and more importance, engagement. The aim of this paper is to answer the question of how engagement is influencing Customers during the Customer journey and where this is happening in which way. In order to answer the question, the paper is divided into 3 parts.  In the first part of the work, the term engagement is determined and backed by a literature analysis. In the second part the Buying process and influences on it are described. To see which metrics influence it. In the third part the engagement and the buying process were determined and then put in relation to each other in order to illustrate and determine the influence of the engagement on the buying behavior of consumers and at which points it is Influencing the customer during his customer journey.