Increasing Social Media Engagement Through Understanding the Uses and Gratification Theory

Angga Febrian () and Nurul Husna ()
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Angga Febrian: Lampung University, Management
Nurul Husna: Lampung University, Management

A chapter in Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), 2023, pp 520-532 from Springer

Abstract: Abstract Describe Social-media is currently used as a marketing tool that has advantages compared to other media. However, not everyone understands how to use social media, especially marketers who are just starting their business and are starting to try to switch to digital marketing Background Problems: creating digital content on social media that can increase engagement is a problem for Novelty marketers: this research becomes the only one that discusses digital content marketing by looking at the uses and gratifications theory in increasing visitor engagement on social media Research Methods: Research data collection is done by distributing questionnaires to social media users who use it to find products which are then processed using a structural equation approach modeling with Smartpls Finding/Results: Uses and gratifications theory with its four dimensions can increase social media engagement. Information sharing has a very big influence on shaping engagement. Conclusion: through UGT, marketers can create the right content to increase engagement. Marketers can focus on creating informative content such as product-related information so that it doesn’t just display products that make consumers unattractive.

Keywords: uses and gratifications theory; social media engagement; digital content marketing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-2-38476-064-0_53

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