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