The Effect of Social Media Users Behavior on Customer Engagement

DOI

10.2991/aebmr.k.200520.009How to use a DOI?

Keywords

perceived ease of use, perceived usefulness, perceived enjoyment, perceived connectedness, social media image, 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).

Copyright

© 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/).

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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  -