The Influence of Visual Content, Posting Frequency, and User Interaction on Brand Engagement on Social Media

Hendra Fatadona (), Vanessa Gaffar, Hilda Monoarfa and Agus Rahayu
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Hendra Fatadona: University of Education Indonesia
Vanessa Gaffar: University of Education Indonesia
Hilda Monoarfa: University of Education Indonesia
Agus Rahayu: University of Education Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 153-159 from Springer

Abstract: Abstract This study aims to analyze the effect of visual content, posting frequency, and user interaction on brand engagement on social media. In today’s digital era, social media has become one of the leading platforms for companies to build and strengthen consumer relationships. Attractive visual content, consistent posting frequency, and high levels of user interaction are essential in increasing brand engagement. The research method used was a quantitative survey. Data was collected through questionnaires distributed to 300 social media user respondents who actively follow certain brand accounts. The data analysis technique used is multiple linear regression to see the effect of each independent variable on the dependent variable. The results showed that visual content positively and significantly influences brand engagement with a regression coefficient 0.45 (p>0.01). Posting frequency is also shown to have a positive effect with a regression coefficient value of 0.30 (p>0.05), although the effect is not as significant as visual content. User interaction showed the most critical impact among the three variables with a regression coefficient value of 0.55 (p>0.001), indicating that active Interaction with users is crucial in increasing brand engagement. This study concludes that to increase brand engagement on social media; companies should focus on improving the quality of visual content, maintaining consistency in posting frequency, and encouraging active Interaction with users. The findings provide practical implications for digital marketers in designing effective social media strategies.

Keywords: Visual Content; Posting Frequency; User Interaction; Brand Engagement; Social Media; Digital Marketing (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-817-2_19

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