DIGITAL PHOTOGRAPHY PROMOTION THROUGH FACEBOOK AND CUSTOMER ENGAGEMENT

Business

Many social networking sites can be used by businesses to engage with customers. Therefore, it is used extensively in the digital photography industry in Sri Lanka. This research's primary objectives were to study digital photography promotion through Facebook and its effect on increasing customer engagement and the photography industry's challenges in the long term. In the literature on social networking, sales promotion and customer engagement, there is insufficient understanding of how the photography industry recognises its online promotion initiatives, seeks customer engagement and competes with other industry businesses. Hence, qualitative methods are appropriate for addressing these gaps since little prior understanding exists of this particular research problem. This study was conducted from ten digital imaging businesses as a single case using semi-structured interviews in the Western Province in Sri Lanka. This research also used secondary data gathered from the participants' social media accounts, which helped the researcher obtain a basic idea about the participants before the discussion and verify the responses' accuracy. The NVivo statistical package analysed the collected data through the thematic narrative form and represented in storylines. A variety of information about social media use in engaging clients has been uncovered in this research. These findings can contribute to the emerging literature on social networking and customer engagement in the photography industry and serve to meet customer engagement challenges through social networking in the long term.

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