Do Social Media Characteristics Trigger Customer Engagement? An Empirical Study On Smart Phone Brands

İngilizce (OpenAlex)

Even though, smart-phone becomes the foremost important object in consumers’ lives, companies strive to establish a long-term and steady relationship via media channels. In that vein, social media emerged as a novel way to improve consumer engagement with the brands. This study aims to examine the social media characteristics’, which are entertainment, customization, interaction, word of mouth and trend on customer engagement. A quantitative research type is adopted. Data collection method is online survey with a sample size of 334 respondents. The study has three major findings. First, interactivity is found to be improving both cognitive and emotional engagement. Second, customized entertainment of social media sites’ seemed to enhance cognitive engagement. Third, trendiness and word of mouth (WOM) are cultivating emotional engagement. This study contributes to the current literature by offering insights to improve both cognitive and emotional engagement.