The impact of social media analytics practices on customer engagement and business performance in Indian retail

International audienceSocial media analytics (SMA) is an emerging field and recently it has received lot of attention from both academics and practitioners. The most of the research related to SMA is conceptual. Industry experts know that there is a huge potential that the social media analytics to measure the customer engagement and business performance in retail sector. However, the impact of SMA practices on customer engagement and business performance has not yet been investigated empirically. To identify the impact of SMA practices on customer engagement and business performance, we conducted a large-scale survey from 337 senior managers/ Project managers/ Solution Architect/ IT analyst/ CRM consultant from IT Companies and retail sector. The study measures senior managers/ Project managers/ Solution Architect/ IT analyst/ CRM consultant's perception on impact of SMA practices on customer engagement and business performance. Structural equation modelling was used to analyse the survey data. On the basis of research findings, we can conclude that there is a significant relationship among social media analytics practices, customer engagement and business performance