Factors of Consumer Engagement in Social Media Marketing

Social media platforms enable businesses to reach millions of potential customers through marketing campaigns. This study investigates the factors influencing consumer engagement with brands on Facebook and Instagram using the Technology Acceptance Model (TAM) and Uses and Gratification Theory (UGT). A quantitative survey of 337 business administration students identified key drivers of engagement, including entertainment value, attractive visuals, and ease of use. Findings reveal that 75% of users engage with social media primarily for entertainment, with visual content being the strongest factor in brand engagement (54% on Facebook, 50% on Instagram). Results demonstrate significant correlations between platform perceptions and purchasing behavior, providing insights for businesses seeking to optimize their social media marketing strategies in competitive markets.