The Relationship between Social Media and Customer Engagement among Social Media Users
Abdul Kadir Othman, Aiza Azmi, Nurul Hazirah Zainol, Nurul Nadhira Amalin Azhari, Siti Amirah Mohd Azman, Nur Najjah Abd Rahim, Felina Felise Fuza Hamdan, Azuati Mahmud
Faculty of Business and Management, Universiti Teknologi MARA
Abstract
Today, social media have risen and changed the way communication occurs between customers and businesses. This phenomenon triggers research efforts to study the effect of social media on customer engagement. Social media contains five factors, which are ease of use, interactivity, influence, attention, and involvement. Here, a quantitative study was conducted on social media users and resulted in a significant relationship found between social media factors and customer engagement. This outcome provides the academics and practitioners relevant insights into the role of social media in influencing customer engagement and paves the way for future research in the area of customer engagement.
Keywords: Communication, Customer engagement, Social media
