Integrasi Media Sosial dan Komunikasi Pemasaran terhadap Perilaku Keterlibatan Konsumen

Abstract

Social media has become an essential topic among academics and business practitioners. As the business environment has become more competitive, marketers use social media as a tool to increase customer engagement. However, whether social media can increase customer engagement is still debatable. This study aims to investigate whether social media is effective in enhancing marketing communication and ultimately has consequences on customer engagement. In this view, through an extensive literature review, this study has found a theoretical relationship between social media, marketing communication, and customer engagement and developed a conceptual model for empirical validation. The results of this study reveal that the use of social media can foster effective marketing communication while encouraging social media user engagement. For instance, high levels of user comments, likes, and shares on a post can be considered as strong social media user engagement. This study not only serves to explain the relationship between social media and marketing communication and customer engagement but also explains the role that marketing communication plays in mediating the relationship between social media and customer engagement, which is ignored by most studies. Social media use to enhance online marketing communication is an intelligent strategy that digital marketers can use for social media user engagement. Originality: This study may be the first to investigate the direct impact of social media capabilities on customer engagement and the role of marketing communication in mediating the relationship between social media and customer engagement behavior.