n your role as a social media specialist for a marketing agency, an important new client asks you why using social media is necessary for their new brand of smart watch, 'Watch This'.

In your answer, discuss your understanding of beyond-purchase, customer-engagement behaviours (CEB) in social media, and how this drives value for firms. Support your answer with relevant examples of how the smart watch brand, Watch This, could (1) encourage customer engagement behaviours (CEB) and (2) benefit from such CEBs