Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON USER BEHAVIOUR AND CUSTOMER ENGAGEMENT TOWARDS GOOGLE MY BUSINESS

MUTHU PRAKASH.K, DR.ISWARYALAKSHMI.P

Abstract

This paper explores user behavior and customer engagement through Google My Business (GMB), a pivotal platform for businesses seeking to enhance their online presence and interact with customers. Google My Business offers a free and powerful tool for businesses to manage their online information, connect with customers, and drive local traffic. Understanding how users engage with GMB is critical for businesses aiming to leverage the platform effectively. The research examines the patterns of user interaction, including how consumers search for businesses, the frequency of user actions such as clicking on business profiles, and the role of reviews and ratings in shaping customer decisions. Additionally, the study explores how businesses utilize GMB features, including posts, messaging, and the integration of business data, to enhance visibility and customer engagement. By analyzing user data, the study identifies the key factors influencing user trust, loyalty, and conversion rates. Furthermore, the study looks into the impact of GMB on local SEO (Search Engine Optimization) and its effectiveness in generating leads and conversions. Through a combination of qualitative and quantitative analysis, including surveys and case studies, the research provides insights into user preferences and behaviors. The findings highlight the importance of maintaining an active, updated GMB profile, engaging with customer reviews, and utilizing GMB’s various features to foster meaningful interactions. Ultimately, this study contributes to a better understanding of the relationship between businesses and consumers on Google My Business, offering actionable insights for businesses looking to enhance their customer engagement strategies.

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Article No : 85

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