Customer engagement and social media research
One of the key challenges for food and beverage marketers is how to effectively garner engagement with their content (e.g., liking, commenting, and sharing) in an effort to increase audience exposure on the platform and improve business performance. The purpose of this research is to find out the do...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Indonesian Institute for Counseling, Education and Therapy (IICET)
2024-12-01
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| Series: | JPPI (Jurnal Penelitian Pendidikan Indonesia) |
| Subjects: | |
| Online Access: | https://jurnal.iicet.org/index.php/jppi/article/view/3694 |
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| _version_ | 1832584533284749312 |
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| author | Kendis Anwar Abror Abror Hani Maisyarah Batubara Kristiana Astuti Nadhila Sari |
| author_facet | Kendis Anwar Abror Abror Hani Maisyarah Batubara Kristiana Astuti Nadhila Sari |
| author_sort | Kendis Anwar |
| collection | DOAJ |
| description | One of the key challenges for food and beverage marketers is how to effectively garner engagement with their content (e.g., liking, commenting, and sharing) in an effort to increase audience exposure on the platform and improve business performance. The purpose of this research is to find out the dominant methods, issues, and problems of social media. It can be said that the method used is quantitative, and the social media used is Facebook. Based on the results of the research, it is found that the problem or issue that occurs is that consumer engagement can improve relationships with consumers, which is realised in the form of consumer participation, which is the driving force behind online sales and brand success. This is the source of most of the problems that arise. This also means that companies using social media to promote their brands need to have a more intimate relationship with the people they want to reach, which is based on trust, social relationships, image, and identity on social media. Fulfilling a company's commitment to its customers is another important responsibility. This will build trust and confidence in customers, which in turn encourages them to participate more actively in a brand's social media activities. |
| format | Article |
| id | doaj-art-9486b02bf49141d9bd074ad046ad7ebc |
| institution | Kabale University |
| issn | 2477-8524 2502-8103 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Indonesian Institute for Counseling, Education and Therapy (IICET) |
| record_format | Article |
| series | JPPI (Jurnal Penelitian Pendidikan Indonesia) |
| spelling | doaj-art-9486b02bf49141d9bd074ad046ad7ebc2025-01-27T12:46:15ZengIndonesian Institute for Counseling, Education and Therapy (IICET)JPPI (Jurnal Penelitian Pendidikan Indonesia)2477-85242502-81032024-12-0110468469110.29210/0202436942470Customer engagement and social media researchKendis Anwar0Abror Abror1Hani Maisyarah Batubara2Kristiana Astuti3Nadhila Sari4Universitas Negeri PadangUniversitas Negeri PadangUniversitas Negeri PadangUniversitas Negeri PadangUniversitas Negeri PadangOne of the key challenges for food and beverage marketers is how to effectively garner engagement with their content (e.g., liking, commenting, and sharing) in an effort to increase audience exposure on the platform and improve business performance. The purpose of this research is to find out the dominant methods, issues, and problems of social media. It can be said that the method used is quantitative, and the social media used is Facebook. Based on the results of the research, it is found that the problem or issue that occurs is that consumer engagement can improve relationships with consumers, which is realised in the form of consumer participation, which is the driving force behind online sales and brand success. This is the source of most of the problems that arise. This also means that companies using social media to promote their brands need to have a more intimate relationship with the people they want to reach, which is based on trust, social relationships, image, and identity on social media. Fulfilling a company's commitment to its customers is another important responsibility. This will build trust and confidence in customers, which in turn encourages them to participate more actively in a brand's social media activities.https://jurnal.iicet.org/index.php/jppi/article/view/3694customer engagement, social media, systematic literature review, vosviewer |
| spellingShingle | Kendis Anwar Abror Abror Hani Maisyarah Batubara Kristiana Astuti Nadhila Sari Customer engagement and social media research JPPI (Jurnal Penelitian Pendidikan Indonesia) customer engagement, social media, systematic literature review, vosviewer |
| title | Customer engagement and social media research |
| title_full | Customer engagement and social media research |
| title_fullStr | Customer engagement and social media research |
| title_full_unstemmed | Customer engagement and social media research |
| title_short | Customer engagement and social media research |
| title_sort | customer engagement and social media research |
| topic | customer engagement, social media, systematic literature review, vosviewer |
| url | https://jurnal.iicet.org/index.php/jppi/article/view/3694 |
| work_keys_str_mv | AT kendisanwar customerengagementandsocialmediaresearch AT abrorabror customerengagementandsocialmediaresearch AT hanimaisyarahbatubara customerengagementandsocialmediaresearch AT kristianaastuti customerengagementandsocialmediaresearch AT nadhilasari customerengagementandsocialmediaresearch |