The Effect of Social Media Users Behavior on Customer Engagement

Abstract

The increasing use of the internet has an impact on the use of social media. Society spends more time on social media to get the information, get a pleasure and shopping. The company able to develop marketing activities to interact and engage customers in their daily activities through social media. This study aimed to determine the effect of perceived ease of use, perceived usefulness, perceived enjoyment, perceived connectedness, social media image to increase customer engagement. Data were analyzed using SEM analysis. The results showed perceived ease of use and perceived usefulness do not affect customer engagement, while perceived enjoyment, perceived connectedness, and social media image has significant influence on customer engagement. Furthermore, attitudes toward social media has a significant influence on customer engagement (f test).