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Over the years, social media evolved as one of the primary avenues for businesses to engage with customers and extend their marketing campaigns to wider audiences, other than concentrating on traditional media. It is an effective way to communicate the idea and promote their products as the reach is maximum and through which it is easy to measure the customer experience and customer satisfaction. The key objective of this research paper is to identify different social media marketing factors influencing customer engagement with specific reference to food aggregators. For this purpose, a factor analysis approach has been used wherein a detailed analysis of the social media factors have been taken to understand how Zomato's social media marketing influences customer engagement through various social media handles like Instagram, Twitter, Facebook, and YouTube. Primary data has been collected from 203 participants through a structured questionnaire circulated to various users of these social media handles for measuring their experiences in understanding how Zomato has been at its best of customer engagement which can improve their business. This study also focuses on various demographics in understanding the social media traits adopted by them and analysis is performed based on how these users are influenced by the content delivered through Zomato's social media. [ABSTRACT FROM AUTHOR]

Over the years, social media evolved as one of the primary avenues for businesses to engage with customers and extend their marketing campaigns to wider audiences, other than concentrating on traditional media. It is an effective way to communicate the idea and promote their products as the reach is maximum and through which it is easy to measure the customer experience and customer satisfaction. The key objective of this research paper is to identify different social media marketing factors influencing customer engagement with specific reference to food aggregators. For this purpose, a factor analysis approach has been used wherein a detailed analysis of the social media factors have been taken to understand how Zomato's social media marketing influences customer engagement through various social media handles like Instagram, Twitter, Facebook, and YouTube. Primary data has been collected from 203 participants through a structured questionnaire circulated to various users of these social media handles for measuring their experiences in understanding how Zomato has been at its best of customer engagement which can improve their business. This study also focuses on various demographics in understanding the social media traits adopted by them and analysis is performed based on how these users are influenced by the content delivered through Zomato's social media. [ABSTRACT FROM AUTHOR]