Factors Affecting Customers Social Media Engagement: Empirical Evidence from Bangladeshi Social Media Users

With the fast emergence of Internet 1.0 and 2.0 versions firms are adapting quickly to the recent technological advancements that allow users more convenience and user-friendly leading to increased customer engagement in online social. The study aimed to identify the factors that are most significant to customers social media engagement. The study is exploratory in nature. Here both primary and secondary data were used. Primary data were obtained through online personal interview methods and secondary data were gained from different sorts of offline and online published materials. The research used the four variables that may influence the customers social media engagement. E-wom, E-advertisement, Interaction, and Trust were measured. Data were collected using non probability sampling method and used 7-point Likert scales from 250 respondents who used social media platforms to buy something. After collecting the data, the data were analyzed several statistical tools such as descriptive analysis, reliability analysis, multiple regression analysis, and correlation analysis. These analyses strongly suggested that all the variables such as e-advertisement, Intersection, and Trust had significant and positive influences on customers engagement in social media except the e-wom. This study is constrained in a few ways such as geographical area, sample size, number of variables, etc. The study's findings will help educators, the government, marketing professionals, and entrepreneurs to get a better understanding of how Bangladeshi consumers use social media and point them in the direction of other important elements influencing this behavior. By expanding the sample size, the geographic area, and the research instrument, as well as the variables, further study on this aspect may be successfully undertaken.