Authors:
Fatma Salim Al Rabaani
and
Aiman Moyaid Said
Affiliation:
Department of Information Systems, University of Nizwa, Nizwa, Oman
Keyword(s):
Digital Marketing, Customer Engagement, Instagram, Descriptive Analysis, K-means Cluster.
Abstract:
The use of social media has completely remodelled the way people interact, communicate, and engage. Social media platforms play an essential role in reshaping the relationship between customers and companies. Present companies establish their accounts in social media to reach and engage with their customers, listen and take their opinion, enhance the purchase decision, and increase the revenue. The main goal of this study is to determine the factors that affect customer engagement. From 296 Instagram business accounts with 530,366 posts published, the dataset was scraped and used to understand what impacts customer engagement. Different descriptive analysis techniques were adopted to answer the questions of the study. Among the key finding of this study, customer engagement is positively affected by the number of comments and shares. The number of likes of published posts is not influenced. Moreover, video posts attract more customer interaction than other types of posts. Uncovered t
he property of three kinds of customer engagement (low, moderately, and high active).
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