Article’s

The proliferation of digital platforms has significantly changed the manner in which organizations are able to communicate and interact with their stakeholders. This study aims to assess the dynamics of customer engagement in digital platforms in the context of an industrial association. The study is based on the need to understand user interactions and the effectiveness of digital communication strategies in the context of user engagement. Primary data were collected through a structured questionnaire among 140 participants involved in business and professional activities. The analysis shows the increasing importance of social media platforms in the dissemination of business-related information and events. It is evident from the findings that visually appealing and informative content is significant in grabbing the attention of the users and facilitating user interactions. Statistical analysis shows consistency in user interactions with different respondent groups. It is essential for organizations to develop structured digital communication strategies to improve user participation and the effectiveness of user engagement in a digital world.