The Effect of Social Media Users Behavior on Customer Engagement
- 10.2991/aebmr.k.200520.009How to use a DOI?
- perceived ease of use, perceived usefulness, perceived enjoyment, perceived connectedness, social media image, customer engagement
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).
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Dessy Yunita AU - Welly Nailis AU - Ahmad Nazaruddin PY - 2020 DA - 2020/05/23 TI - The Effect of Social Media Users Behavior on Customer Engagement BT - Proceedings of the 5th Sriwijaya Economics, Accounting, and Business Conference (SEABC 2019) PB - Atlantis Press SP - 44 EP - 47 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200520.009 DO - 10.2991/aebmr.k.200520.009 ID - Yunita2020 ER -