Effectiveness of social media strategies in re-engaging inactive customers case of azam tv

Abstract

This research uses Azam TV as a case study to assess how social media strategies work to re-engage inactive customers. The study examined various social media platforms, content types, and customer feedback to determine the best ways to re-engage inactive customers. The study included surveys with inactive customers and interviews with marketing managers using a mixed-methods approach. The study utilizes Social media platforms, content types, and customer feedback to formulate a conceptual framework. Similarly, the Gratifications Theory is part of the theoretical framework. The study aims to provide Azam TV and other related companies with more information on using social media strategies to increase customer retention. Additionally, it was essential to understand the age demographics of respondents to emphasize the differences in media usage behaviors and preferences among various age groups. Therefore, this study investigates various age groups' media usage preferences and behaviors in connection to Azam TV's social media efforts to re-engage inactive customers. The study found that the older groups tended to rely more on traditional TV viewing. In contrast, younger viewers were found to be more familiar with technology and focused on internet streaming services. This understanding emphasizes how adapting social media content and interaction strategies is essential to accommodate the varying tastes of various age groups within Azam TV's viewership. Furthermore, Instagram emerged as the respondents' preferred social media platform and video content was a preferred format for most respondents. Similarly, the study found that using behind-the-scenes videos, exclusive interviews, and programme highlights in social media posts may help re-engage inactive clients, as there is a preference for visually exciting and engaging video material. The study also looks at factors that can motivate inactive customers to get back in touch with Azam TV on social media, which offers insightful information for creating re-engagement strategies that are both more appealing and successful.