Social Media Factors Creating Impact on Customer Engagement

Customer engagement on social media has become a crucial factor in modern digital marketing. This study aims to examine the impact of various social media factors on customer engagement, providing insights into how businesses can optimize their social media strategies. The research focuses on five independent variables—Entertainment, Credibility, Interactivity, Sharing Behavior, and Commenting Behavior—and their influence on the dependent variable, Customer Engagement. To achieve this objective, data was collected from 228 respondents using a structured questionnaire via Google Forms. The responses were analyzed using SPSS and Smart PLS4, ensuring a comprehensive evaluation of relationships among variables. Several key statistical tests were employed, including Descriptive Statistics, Path Coefficient Analysis, R² (Coefficient of Determination), Effect Size (f²), Bootstrapping, and Reliability & Validity Analysis, to ensure the accuracy and robustness of the findings. The results indicate that social media factors play a significant role in influencing customer engagement. Among the factors studied, Interactivity and Commenting Behavior emerged as the strongest predictors of engagement, suggesting that customers actively participating in discussions and engaging in interactive experiences are more likely to be engaged with a brand. Conversely, Credibility was found to have a minimal impact, indicating that while trustworthiness is important, it may not be the primary driver of engagement in the social media landscape. Based on these findings, businesses should prioritize strategies that enhance interactivity and encourage user participation, such as interactive posts, engaging discussions, and features that facilitate real-time responses. By leveraging these elements, brands can create a more engaging social media environment, fostering stronger relationships with customers and enhancing overall brand engagement.