A Critical Review on Engagement Rate and Pattern on Social Media Sites

Abstract

Popular social media sites such as Facebook, Instagram and Twitter have become important tools in fostering relationships between companies and customers. When using social media sites, organisations are often keen to maximise engagements from their target audiences. Companies tend to create posts to which their audience will reply, retweet, comment, share and like. However, different types of contents from posts can impact on three interaction metrics: likes, comments and shares. In this paper, we investigate the factors that characterise the posts with which an audience engages. The results showed that media and content type of posts have a positive significant impact on customer engagement. The study also demonstrated the importance of an active online participation and communication among consumers will ultimately impact their purchase behaviour in reality. Keywords: Social Media Sites, customer engagement, Facebook, content post, media post