Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)

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Increasing Social Media Engagement Through Understanding the Uses and Gratification Theory

Authors
Angga Febrian1, *, Nurul Husna1
1Management, Lampung University, Bandar Lampung, Lampung, Indonesia
*Corresponding author. Email: angga.febrian@feb.unila.ac.id
Corresponding Author
Angga Febrian
Available Online 30 May 2023.
DOI
10.2991/978-2-38476-064-0_53How to use a DOI?
Keywords
uses and gratifications theory; social media engagement; digital content marketing
Abstract

Describe Social-media is currently used as a marketing tool that has advantages compared to other media. However, not everyone understands how to use social media, especially marketers who are just starting their business and are starting to try to switch to digital marketing Background Problems: creating digital content on social media that can increase engagement is a problem for Novelty marketers: this research becomes the only one that discusses digital content marketing by looking at the uses and gratifications theory in increasing visitor engagement on social media Research Methods: Research data collection is done by distributing questionnaires to social media users who use it to find products which are then processed using a structural equation approach modeling with Smartpls Finding/Results: Uses and gratifications theory with its four dimensions can increase social media engagement. Information sharing has a very big influence on shaping engagement. Conclusion: through UGT, marketers can create the right content to increase engagement. Marketers can focus on creating informative content such as product-related information so that it doesn’t just display products that make consumers unattractive.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 May 2023
ISBN
10.2991/978-2-38476-064-0_53
ISSN
2352-5428
DOI
10.2991/978-2-38476-064-0_53How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Angga Febrian
AU  - Nurul Husna
PY  - 2023
DA  - 2023/05/30
TI  - Increasing Social Media Engagement Through Understanding the Uses and Gratification Theory
BT  - Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
PB  - Atlantis Press
SP  - 520
EP  - 532
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-064-0_53
DO  - 10.2991/978-2-38476-064-0_53
ID  - Febrian2023
ER  -