The Impact of Social Media Engagement Metrics on Purchase Intention: A Study on Brand Fan Page Followers

  • Zoha RAHMAN University of Malaya, Kuala Lumpur, Malaysia
  • , SUBERAMANIAN University of Malaya, Kuala Lumpur, Malaysia
  • , MOGHAVVEMI University of Malaya, Kuala Lumpur, Malaysia
Keywords: Social Media Marketing, Social Media Engagement, Engagement Metrics, Facebook Fan Page, Purchase Intention


Research on the impact of social media users’ engagement action on purchase intention still remains in its infancy. It is necessary for a company to gauge whether or not its efforts to stimulate user activity on its fan pages are successful in generating output. This study utilized the Uses and Gratification (UGT) theory and Elaboration Likelihood Model (ELM) as a foundation to explore the social media engagement actions and examined the effect of users’ engagement actions alongside their purchase intention. An online survey was carried out on four popular companies’ fan page followers in various industries in Malaysia, and a total of 307 questionnaires were collected and analysed. The findings indicated a significant relationship between fan page engagement and Purchase intension. The results will help e-commerce marketers identify the importance of social media engagement on sales, while guiding e-marketers on their decision pertaining to e-marketing tools, particularly for engagement metrics in increasing sales. The study will also provide marketers with a descriptive idea on users’ activities. Overall, the study serves as a basic fundamental guideline for academicians and researchers to interpret the concept of engagement metrics and its effect on purchase intention, as well opening a vast area of unexplored researches on the subject of social media.


[1] Anderson TJ. Why Facebook Likes, Comments and Shares Are So Important. 2013. [cited 9 January]. 2016. Available from:
[2] Balakrishnan BKPD, Dahnil MI, Yi WJ. The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y. Procedia - Social and Behavioral Sciences. 2014 Aug; 148: 177 – 185. Available from: Doi:
[3] Benedikt JW. How to transform consumers into fans of your brand. Journal of Service Management. 2012; 23 (3): 344 - 361. Abailable from: DOI:
[4] Smith BG, Derville Gallicano T. Terms of engagement: Analyzing public engagement with organizations through social media. Computers in Human Behavior. 2015 Dec; 53 (C): 82–90. Available from: DOI: 10.1016/j.chb.2015.05.060
[5] Chern CW, Wei CP, Shen FY, Fan YN. A sales forecasting model for consumer products based on the influence of online word-of-mouth. Information Systems and e-Business Management. 2015 Aug; 13 (3): 445–473. Available from: Doi: 10.1007/s10257-014-0265-0.
[6] Kudeshia C, Sikdar P, Mittal A. Spreading love through fan page liking: A perspective on small scale entrepreneurs. Computers in Human Behavior. 2016 Jan; 54: 257-270. Doi:
[7] Chin WW. Issues and Opinion on Structural Equation Modeling”. MIS Quarterly. 1990; 22 (1): vii-Xvi.
[8] Constantinos KC. Informing brand messaging strategies via social media analytics. Online Information Review. 2016; 40 (1): 6 - 24.
[9] Damianos PS, Dimitrios NK, Kavoura A. (2015). The development of Facebook’s competitive advantage for brand awareness. Proceedia Economics and Finance. 2015; 24: 589 – 597.
[10] Elliott N. Which Social Media Marketing Metrics Really Matter? (And To Whom?). 23 February, 2011. [cited 2 May, 2016]. Available from:
[11] Elliott N. Measure Facebook And Twitter Marketing Based On Business Outcomes Rather Than Audience Interactions. [Internet]. 2014 Dec. [Retrieved 2 April, 2016]. Available from:
[12] Ferran SJM. Factors influencing popularity of branded content in Facebook fan pages. European Management Journal. 2014; 32: 1001–1011. Available from:
[13] Hutter K, Hautz J, Dennhardt S, Fuller J. The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook". Journal of Product & Brand Management. 2013; 22 (5/6): 342 - 351. Available from:
[14] Guesalaga, R. (2016). The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media. Industrial Marketing Management, 71-79.
[15] Hair JF. Multivariate data analysis. Upper Saddle River, NJ : Prentice Hall; 1998.
[16] Hair Jr. JF, Black WC, Babin B, Anderson RE. Multivariate data analysis 7th edition. Upper Saddle River (NJ) : Prentice Hall Inc.; 2010.
[17] Hawkins DB, Best RJ, Coney KA. Consumer Behavior: Implications for Marketing Strategy. Plano, TX.: Business Publications Inc. 1983.
[18] Pereira HG, Salgueiro MdF, Mateus I. Say yes to Facebook and get your customers involved! Relationships in a world of social networks. Business Horizons. 2014; 57 (6): 695-702. Available from Doi:
[19] Hsu CL, Yu CC, Wu CC. Exploring the continuance intention of social networking websites: an empirical research. Information Systems and e-Business Management. 2014 May; 12 (2): 139–163. Doi:10.1007/s10257-013-0214-3
[20] Hsu SC. English of Management. Taiwan: Tunghua Publishing Co. LTD; 1987. Retrieved from 102000.pdf.
[21] Jahn BK. How to transform consumers into fans of your brand. Journal of Service Management. 2012; 23(3): 344-361.
[22] Johannes HA. Stimulating user activity on Company fanpages in online socail networks. European Conference on Information Systems. USA: Association for Information Systems; 2012; 188 p.
[23] Katz EJ, Blumler JG, Gurevitch M. Uses and Gratifications Research. POQ. Winter 1973-1974; 37 (4): 509-523. Available from:
[24] Chai K, Potdar V, Dillon T. Content Quality Assessment Related Frameworks for Social Media. Computational Science and Its Applications – ICCSA. 2009; 791-805.
[25] Kruglanski AW, Van Lange PA. Handbook of theories of social psychology. London, England: Sage. 2012; 224–245 p.
[26] Kunal SB. Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications. Industrial Marketing Management. 2014; 873–881.
[27] Kunz W. Toward a deeper understanding of service marketing: the past the present, and the future. International Journal of Research in Marketing. 2011; 28: 231-47.
[28] Linjuan RMH. Beyond liking or following: Understanding public engagement on social networking sites in China. Public Relations Review. 2013; 39: 13-22.
[29] de Vries L, Gensler S, Leeflang PSH. Popularity of Brand Posts on Brand Fan Pages:An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing. 2002 Apr; 26: 83–91.
[30] Liu XZ. An analytical approach to customer requirement satisfaction in design specification development”. IEEE Transactions on Engineering Management. 2008; 35 (1): 94-102.
[31] Luarn P, Lin YF, Chiu YP. Influence of Facebook brand-page posts on online engagement. Online Information Review. 2015; 39(4): 505-519
[32] De Oliviera MJ, Huertas MKZ, Lin Zhibin. Factors driving young users' engagement with Facebook: Evidence from Brazil. Computers in Human Behavior. 2015; 54 (C) 54-61. Doi: 10.1016/j.chb.2015.07.038
[33] Moss S. Fit indices for structural equation modeling. 2016. [cited 2016 August 1]. Available from:
[34] O'Leary-Kelly SW, Vokurta RJ. Empirical assessment of construct validity. Journal of Operations Management. 1998; 16(4), 387-405.
[35] Park DH, Lee J, Han I. (2007). The Effect of On-line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. IJEC. 2007; 11(4): 125-1.
[36] Hinton PR, Brownlow C, McMurry I, Cozens B. SPSS Explained. London: Routlege Taylor & Francis Group; 2004.
[37] Poyry EP, Parvinen P, Malmivaara T. The Power of 'Like Interpreting Usage Behaviors in Company-Hosted Facebook Pages. IEEE. 2013; 2773-2782. Available from: doi 10.1109/hicss.2013.535
[38] Quester P, Lim AL. Product involvement/brand loyalty: is there a link. Journal of Product & Brand Management. 2003; 12 (1): 22-38. Available from:
[39] Curras-Perez R, Ruiz-Mafe C, Sanz-Bals S. Determinants of user behaviour and recommendation in social networks : An integrative approach from the uses and gratifications perspective". Industrial Management & Data Systems. 2014; 114 (9): 1477 - 1498. Doi:
[40] Agnihotri R, Dingus R, Hu MY, Krush M. Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management. 2016; 53: 172–180. Available from: Doi 10.1016/j.indmarman.2015.09.003
[41] Schultz CD. Insights from consumer interactions on a social networking site Findings from six apparel retail brands.: Institute of Information Management, University of St. Gallen. 2016; 26: 203- 217. Available from: DOI 10.1007/s12525-015-0209-7
[42] Severin W, Tankard J. Communication theories: Origins, methods, and uses in the mass media. 4th edition. Boston: Addison Wesley Longman; 1997.
[43] Shao SW, Ross M. Testing a conceptual model of Facebook brand page communities. Journal of Research in Interactive Marketing. 2015; 9(3). Doi:
[44] Stafford TF, Schkade LL. Determining Uses and Gratifications for the Internet . Decision Sciences. 2004; 35 (2): 259–288.
[45] Stankov U, Lazic L, Dragicevic V. The extent of use of basic Facebook user-generated content by the national tourism organizations in Europe. European Journal of Tourism Research. 2010; 3 (2 ): 105-113.
[46] Traphagen M. Why Engagement DOES Matter As A Social Media Metric. [internet]. 2015 Jan. [Retrieved 2016 2, May]. Avaiable from:
[47] Úblová T. Fashion brands on social media: Why consumers engage with companies via social media. Sweden: The swidish School of Textile; 2014.
[48] Wasupol TD. The process of consumer engagement on facebooh fanpage. Thailand: Srinakharinwirot University; 2015.
[49] Zheng X, Cheung CMK, Lee MKO, Lianf L. Building brand loyalty through user engagement in online brand communities in social networking sites. ITP. 2015; 28 (1): 90 - 106. Available from:
[50] Zoha RK. Social Media Engagement metrics analysis: "study on Fan-page Contents" . Journal of Telecommunication, Electronic and Computer Engineering. 2016; 8 (8): 71-75. Available fom: Doi:
[51] Rahman Z, Suberamanian K, Zanuddin HB, Moghavvemi S, Nasir MH. (2016). Fanpage metrics analysis. “Study on content engagement”. Proceedings of the international conference on applied science and technology 2016 (ICAST’16). AIP Conference Proceedings. 2016. Available from:
[52] Rahman Z, Suberamanian K, Zanuddin HB, Moghavvemi S, Nasir MH. (2016a). Fanpage metrics analysis. “Study on content engagement”. AIP Conference Proceedings. 2016; 1761 (1). Available from Doi:
[53] Rahman Z, Suberamanian K, Zanuddin H. SM Analytics: Impact of SM Engagement Metrics on Online Purchase Intention. Journal of Engineering and Applied Sciences. 2017; 12(2): 283-289.
How to Cite
RAHMAN, Z., SUBERAMANIAN, , & MOGHAVVEMI, ,. (2017). The Impact of Social Media Engagement Metrics on Purchase Intention: A Study on Brand Fan Page Followers. LUMEN Proceedings, 1, 665-681.