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Original Article | Open Access | Can. J. Bus. Inf. Stud., 2025; 7(2), 336-350. | doi: 10.34104/cjbis.025.03360350

Factors Affecting Customers Social Media Engagement: Empirical Evidence from Bangladeshi Social Media Users

Burhan Uddin* Mail Img Orcid Img ,
Md. Abdullah Mail Img ,
Adita Barua Mail Img

Abstract

With the fast emergence of Internet 1.0 and 2.0 versions firms are adapting quickly to the recent technological advancements that allow users more convenience and user-friendly leading to increased customer engagement in online social. The study aimed to identify the factors that are most significant to customers social media engagement. The study is exploratory in nature. Here both primary and secondary data were used. Primary data were obtained through online personal interview methods and secondary data were gained from different sorts of offline and online published materials. The research used the four variables that may influence the customers social media engagement. E-wom, E-advertisement, Interaction, and Trust were measured. Data were collected using non probability sampling method and used 7-point Likert scales from 250 respondents who used social media platforms to buy something. After collecting the data, the data were analyzed several statistical tools such as descriptive analysis, reliability analysis, multiple regression analysis, and correlation analysis. These analyses strongly suggested that all the variables such as e-advertisement, Intersection, and Trust had significant and positive influences on customers engagement in social media except the e-wom. This study is constrained in a few ways such as geographical area, sample size, number of variables, etc. The studys findings will help educators, the government, marketing professionals, and entrepreneurs to get a better understanding of how Bangladeshi consumers use social media and point them in the direction of other important elements influencing this behavior. By expanding the sample size, the geographic area, and the research instrument, as well as the variables, further study on this aspect may be successfully undertaken.

Introduction

Social media engagement is becoming increasingly important in Bangladesh as more and more people are joining social media platforms. With a population of over 160 million, Bangladesh has a significant social media user base, with over 33 million active social media users. These users are primarily active on Facebook, the most popular social media platform in Bangladesh. For businesses in Bangladesh, social media engagement is an essential aspect of their marketing has a large and growing number of active social media users, particularly on Facebook, which is the most popular social media platform in the country. In Bangladesh, social media engagement by customers is often seen as a way to build brand loyalty and drive sales. Many businesses in Bangladesh are now using social media platforms to engage with their customers and build strong relationships with them. One of the key benefits of social media engagement for customers in Bangladesh is that it provides them with a direct and easy way to connect with their favorite brands and businesses. Through social media, customers can interact with businesses in real time, ask questions, provide feedback, and even offer suggestions for improvement. Another benefit of social media engagement is that it allows businesses to keep their customers up-to-date with the latest news and product or service offerings. By sharing regular updates on social media platforms, businesses can create a loyal following and keep customers engaged and interested. Social media engagement also provides an opportunity for businesses in Bangladesh to offer personalized customer support. By responding quickly to customer inquiries and concerns on social media, businesses can earn the trust and loyalty of their customers, which can lead to increased sales and revenue. Overall, social media engagement is an essential tool for businesses in Bangladesh to reach and engage with their customers. As social media continues to grow and evolve, businesses that fail to embrace social media engagement may find themselves falling behind their competitors. Social media are viewed as new marketing tools for promoting a manufacturers goods or services and as an emerging conversational medium for building relationships with customers (Hsu, 2012). 

The phrase "social media advertising" refers to the actual actions of utilizing social networks for commercial reasons. The idea of social media explicitly associated with business-to-consumer (B2C) marketing is relatively new, but it suggests that an entrepreneurs role has changed from that of a broadcaster sending messages to a particular target audience to that of an organization that collaborates with its clients and takes part in online communities. The use of social media is currently expanding to the business-to-business (B2B) sector as well (Bernof, 2009). More specifically, a change in power has taken place as a result of the internets significant potential to leverage consumer voices. In this approach, businesses cannot prescribe the boundaries of verbal communication; rather, they must attract participants by making their applications relevant to customers (Fournier and Avery, 2011). Social media is being used more and more by customers to research goods and services as well as interact with the businesses they buy from as well as other customers who may also have insightful information about these businesses (Garretson, 2008). Corporations recognize the power of the Internet as an open, affordable, and omnipresent community that helps to reduce or even eliminate physical and geographic distances. They use the Internet as a platform to co-create prices with their customers because of the Internets interactivity, breadth, endurance, speed, and flexibility (Shawhney et al., 2005). The result of everything is the creation of a platform to support consumer devotion. The rapid transition from the Internet 1.0 environment to the interactive and related Web 2.0 environment has altered how businesses present their online image: from dot.com businesses (in which customer communication remains one-sided) to a new version where the content is in the hands of technology, with outcomes of a much wider scope wherein advertising managers have an impact on the real potential clients (Hanna et al., 2011).  Facebook is the most popular of the ever-expanding types of social media (Nielsen, 2012). 

Facebook brand pages, which provide information to individuals, companies, and organizations with specific causes, target audiences, and subject matters for marketing, selling, and informing about goods and services, may be created by organizations. Emblem pages give brands and famous persons a platform to interact with the public, boosting their brand recognition and fan base. Trade of knowledge is a crucial component of consumer engagement; therefore, data and communication technologies provide firms with enormous opportunities to connect with customers and trade knowledge (Vivek, 2009). Relationship marketing today includes all conceivable combinations of potential and actual customers as well as all other stakeholders. This extends beyond the members of the family that has been built between buyers and dealers. Regardless of whether the same people gather them or not, social networking sites provide opportunities for engagement that increase acceptance as true with, goodwill, and determination to build family among people and companies (Vivek et al., 2012).

Traditionally, corporations developed relationships with customers primarily based on incentives or direct advertising and marketing. Kumar et al. (2010) talked about how firms arent any more in need of technique purchaser portfolio control using quick-time period transactional criteria, so the authors suggested that companies ought to discover ways to communicate with customers and comprise the effect of engagement behaviors of their studies. In the present situation, customers can actively take part as co-creators and marketers of logo messages in social media, which allows viral effects and provides opportunities for marketing via word of mouth (Kozinets et al., 2010). These engaged consumers are not the handiest ‘satisfied or ‘dependable, however, they are additionally emotionally connected with brands or their services and actively recommend their products and services to others (Roberts & Alpert, 2010). For this reason, to have such results, groups have to depart a memorable reveal in the minds of their consumers (Torres et al., 2014). Cambra et al. (2013) cautioned that expertise of desires and expectations of consumers, and so extra client delight can be completed through agency–purchaser interactions. Most of these client-to-firm interactions and purchaser-to-customer connections regarding the brand come under the concept of consumer engagement. Those consumer-to-company interactions and consumer-to-client communications may be facilitated via social media channels, discussion forums, chat rooms, email, bulletin boards, blogs, and so forth (Brodie et al., 2013).

Consumer brand engagement can be described as ‘the level of a character patrons motivational, brand-related and context-established kingdom of thoughts characterized by specific stages of cognitive, emotional and behavioral interest in direct emblem interactions (Hollebeek, 2011). In a consumer engagement survey, consultancy (2008) found that 90% of corporations expressed the want of online purchaser engagement as ‘important or ‘important for them. In step with diverse research social interactions between logo community individuals substantially influence the dating and mindset of clients towards the emblem. So, Starbucks has made customer engagement because of the middle in their customer approach (Belicove, 2010). Subsequently, the Advertising Science Institute pondered consumer engagement as one of the most essential study priorities for the length of 2010-12 (MSI, 2010). Considering clients can also be disengaged (Bowden et al., 2015), it is vital to realize the factors that impact client engagement in social media in order that focused advertising techniques may be designed to interact with the customers in social media. Consequently, gift examination is a try and combines all of the elements that impact the system of client engagement in social media.

Conflicts of Interest

The authors declare that there is no conflict of interest regarding the publication of this research. They have no financial, personal, or professional affiliations that could have influenced the findings or interpretations presented in this study. 

Objectives of the study

With the fast emergence of Internet 1.0 and 2.0 versions firms are adapting quickly to the recent technological advancements that allow the users more convenience and user-friendly leading to increased customer engagement in online social media. As customers are engaging deeply and rely on social media shopping platforms, they perform different sorts of activities including making purchases online. Thus, its indispensable to find out the factors that may impact customers purchases online by using social media shopping platforms. The main aim of this research was to examine the factors affecting customers social media engagement in the context of Bangladeshi social media users. The specific objectives of the report are mentioned of the following: To find out the impact of E-Wom on customers social media engagement; To identify the influences of E-advertisement on customers social media engagement; To discover the effects of intersection between customers on social media; To know about the customers social media usage pattern and applications; and To know about the customers online behavior towards products or Brands.

Literature Review

Customers Engagement

According to Brodie et al. (2013), the virtual brand community is a dynamic psychological flow in which customers show their virtual brand community engagement through brand loyalty, brand satisfaction, brand empowerment, brand connection, emotional relationship with the brand, and commitment to the brand. Customer engagement may be shaped in the following ways, such as Connection, Interaction, Satisfaction, Retention, Commitment, Advocacy, and Engagement (Sashi, 2012). Customer engagement is the strength of customer involvement and connectivity with the companys offerings and activities which may be introduced by the company or the customer itself or both have a similar interest (Vivek et al., 2012). According to Mollen and Wilson, (2010) customer engagement is a cognitive and emotional commit-ment of the customer towards a dynamic brand relationship that is established through the help of the website and other computer-assisted parties that are developed to communicate and interact with the brand. Sharma et al. (2017) described social media engagement as like as a pyramid where like on social media is the mildest level of engagement, the reaction is described as a shape of emotion, making comments is slightly forward to like, and finally, sharing indicated that core brand engagement of customers toward a particular brand of item. There have been noticed inconsistencies in measuring consumer social media engagement. Different studies followed different types of measurement of customer engagement. A number of researchers have used like, comment, and share as customer engagement measurements on social media (De Vries et al., 2012; Tafesse, 2015). Consumers are involved gradually with a brand through social media through the basic three stages. Firstly, consumers attempt in consumption i.e., reading or viewing brand content. Secondly, they try to contribute something by commenting or liking brand content, and finally, consumers try to develop something by uploading brand content (Muntinga, Moorman & Smit, 2011). Social media users who are fans of a social media brand page are able to view posts and engage with them by liking sharing and commenting as well (Araujo and Neijens, 2012; Ruiz-Mafe et al., 2014). The main challenge for marketers is to attach and attract social media users to their brand page and stimulate them to view and engage with their content (Uddin & Uddin, 2021).

E-WOM

E-WOM stands for electronic word of mouth mediated through the internet including social networks that consist of positive or negative feedback, opinions, recommendations, or statements to the multitude of people and organizations passed by the actual, potential, or previous users related to the products or services or the company itself (Hennig-Thurau, 2004). E-WOM is considered as an informal statement about the goods and services including the features, physical attributions, qualities, and characteristics of those products (Yan et al., 2016). Jalilvand et al. (2011) examined & found that positive or negative feedback & opinions on the internet about products and services by existing customers are considered an essential part of the promotion of a brand that helps to establish potential customers trust and confidence. Generally, customers engage in spreading out their reviews and feedback (E-WOM) using the internet and social media platforms such as online forums, Online blogs, Facebook, Twitter, Instagram, LinkedIn, electronic bulletin, newsgroups, etc. E-WOM assists the customers to obtain information related to the products and services from a broad group of experienced consumers through online platforms and social media who the relevant experi-ences and vast knowledge about the particular products or services. Social media is the platform where customers share their reviews and opinions (Lin et al., 2012). E-WOM has become one of the most persuasive and influential aspects of a products information source as the use of social media and online platforms is increasing day by day. It influences to drives social media users indirectly to consume specific products and services, especially luxury products (Wilcox et al., 2013). Thoumrungroje, (2014) found that E-WOM influences customers to social media engagement both directly and indirectly and it helps to increase the demand for particular conspicuous products by attracting more visitors to social media platforms. E-WOM is measured as one of the reliable options for getting products and services-related information using social media. The reviews from past users of particular products influence other buyers to engage and buy online (Dwidienawati et al., 2020; Uddin, B. (2021). Devkant & Chaubey, (2018) found that E-WOM is considered trustable and non-commercial information about the products that have significant influences on customers buying intention. It has the ability to expand the positive or negative reviews in a short moment where positive reviews establish a popular brand image and increase brand loyalty aiding in creating a positive buying intention among the customers.  

E-Advertisement

Tutaj, (2012) defined e-advertisement as a promotional tool that assists in delivering promotional messages to attract and engage more customers with the help of the Internet. E-advertisement attempts to perform distinct types of activities as like as customers awareness creation and attractiveness. Distinct forms of e-advertisement include banner and display ads, search engine ads, rich media ads, blogs, etc. Tobi et al. (2020) explained in their study that e-advertisement plays an important role in customers buying behavior and found a positive and significant influence on it. They suggested that business organizations should adopt and launch e-advertisement on their organizational website to reach a wider range of customers which helps to improve business activities by attracting more customers. E-advertisement or online advertisements are increasing significantly with the advancement of technology. Business organizations are intended to spend more money on e-advertisement compared to previous expenditures (Shojaee et al., 2014). Lukka and James, (2014) examined that, Facebook is considered as one of the most operative sources for the products that are being marketed and it helps marketers to customize their e-advertisements for a particular group of customers. With the support of e-advertisements, marketers may easily target their prospects based on customers mutual interests and demographic profiles. Instead of a convenience promotional strategy, e-advertisements save money and time and allow marketers to cover a wider range of customers in a customized way and transfer product-related information effectively to customers. According to Weber, (2009) Instagram is a social platform that assists users in exchanging feelings, thoughts, and feedback virtually. Its an influential virtual platform for placing e-advertisements on products and services (Lukka and James, 2014). It attempts to analyze users and collect information that contributes to creating statistical data. Businesses use these statistics to predict their customers and attract the customers that drive customer engagement towards social media (Sendberg, 2010; Rahman & Uddin, 2022).

Interaction

According to Das & Santanu, (2016) Social media interaction facilitates users to exchange their data via messages, posts, recordings, pictures, and so on to recognize a brand or product item using an internet-based social networking site. Das & Santanu, (2016) found that social media marketing is an effective tool for establishing and building brand relationships as well as responsible for positive feelings and emotions towards a brand or products item. Social media interaction helps the advertisement campaigner reach a wider range of customers using social media platforms that increase the companys market share and enhance business activities in a profitable manner (Malhotra et al., 2013; Ngai et al., 2015). Hajli, (2014) stated that growing technological advancement social media interactions have increased. As a result, users can easily access data and information within a short period of time. In proper social media interaction, technology is the key role player to remove obstacles and making it more convenient to users (Hudson et al., 2016). Generally, social media interactions take place through Facebook, Twitter, WhatsApp, LinkedIn, Google Plus, etc. People all around the world use social media by subscribing and start to share their feelings and emotions on it. As it allows the users to exchange and share their experiences and reviews related to the products and services that is an advantage for companies that may work for the promotion of products and services. So social interaction via social media made the way easy for new offerings for the companies. According to Li et al. (2015), people have access to social media to exchange information, get social support, and make friends. These interactions are also associated with a sense of community, mutual bonding, trust, and social relationships (Zhang et al., 2017). A wider range of interaction in social media networks enable users to discuss more related to products and services and a quicker way of gaining feedback from customers are experienced before (Zhang et al., 2017). During the interaction, customers mutual assistance and acquaintance have been found by (Ng, 2013) that, consumers find and make peer groups having similar interests and preferences towards products and services. So, they can easily exchange their ideas, opinions, and information related to the products and services, and obtain psychological support via the online community. Maecker et al. (2017) and Hasan, & Hossain, et al. (2021) examined that interaction through social media is the easiest way and helps to decrease the risk of anticipation. The positive impact of social media may lead the business to the apex of profit and help to find more loyal customers.

Trust

According to Ponte et al. (2015), in e-commerce, trust is all about maintaining responsibilities performed by the seller that are easily knowledgeable to the customers. Trust is considered subjective faith that must be fulfilled by the seller as per the customers requirements. Basically, after analyzing sellers, trust has grown as a belief in the good faith of sellers (Ponte et al., 2015). Al-Zyoud, (2018) found that trust relies on the service providers activities that will have fairness. Customers attempt to show trust, satisfaction, and commitment to the service providers only when the relationship between customers and sellers is positive. Social media interaction through social media websites is responsible for creating a positive impression for the users that leads the users royal and builds a strong faith among them. Ozer, (2012) found that a well-designed social media site has a better scope to detect the users issues with social connection. So, it has the ability to construct a positive impression, trust, and confidence for the users of the sellers products and services. Comments and feedback thrown by past users on social media related to specific products and services are some of the focal points that aid in building customers trust and confidence in the brand (Rahman & Uddin, 2022). Also, negative comments and feedback from social media users are responsible for building trust among new social media users. Goode and Harris, (2007) stated that trust is the core issue in customers online shopping. Customers go online considering the level of trust on confidence associated with the seller. In comparison to the other sources of information, customers have the tendency to trust their family members more. Also, feedback and reviews about products and services by past users on online platforms like social are trusted more than the information posted on organizational websites (Nielsen, 2010b). Hulme, (2010) examined and found that reviews and feedback by social media users are the key information sources for most of the prospects. The survey found that 4% of UK customers have trust in the advertisement 8% have trust in the companys declarations and 10% believe that the company pays attention to customers opinions and feedback. 

Research Model and Hypotheses Development

Fig. 1: Research Model.

Hypotheses Development

The above mentioned literature suggests the following hypotheses that may have a positive and significant relationship between the dependent variable and independent variables. The relationships are stated below: 

H1: E-wom has a positive and significant relationship with customers social media engagement

E-WOM impacts customers social media participation both directly and indirectly, according to Thoumrungroje, (2014) and it helps to raise demand for specific prominent items by drawing more visits to social media sites. E-WOM is regarded as one of the most dependable ways to obtain product and service-related information via social media. Other customers are influenced by reviews from previous consumers of a product to engage and buy online (Dwidienawati et al., 2020).

H2: E-advertisement has a positive and significant relationship with customers social media engagement

According to Weber, (2009), Instagram is a social media network that allows users to digitally share their emotions, opinions, and criticism. Its a powerful online platform for e-advertising products and services (Lukka and James, 2014). It makes an attempt to evaluate information about users and gather data that helps in the creation of statistics data. Businesses use this information to forecast their consumers and entice them, resulting in increased social media participation (Sendberg, 2010).

H3: Interaction has a positive and significant relationship with customers social media engagement

Users may speak more about products and services with a greater variety of engagement in social media networks, and they can get feedback from customers faster than ever before (Zhang et al., 2017). Customers identify and form peer groups with comparable interests and inclinations for products and services throughout interactions, according to Ng, (2013).

H4: Trust has a positive and significant relationship with customers social media engagement

According to Goode and Harris, (2007) trust is the most important factor for customers while purchasing online. Customers shop on the internet based on the sellers level of trust and confidence. Customers have a propensity to trust their family members more than other sources of information. Furthermore, prior customer comments and evaluations regarding products and services on online platforms such as social media are trusted more than material placed on an organizations website (Nielsen, 2010b).

Methodology

Research Design

In the study, it was necessary to make a decision based on the customers social media engagement. As a result, an initial study has been carried out to establish a basic grasp of the deciding criteria for customers social media participation. Afterward, descriptive research was carried out.

Information Needs

All data have been gathered from primary sources using the online personal interview approach since the sort of material required for the research is mostly primary in nature. The information is quantitative in nature. In contrast, we have created a literature review from secondary sources that sheds light on the stated goals.

Measurement Instruments

The research used four contracts to influence Factors affecting customers social media engagement. It includes the E-wom, E-Advertisement, Interaction, and Trust. E-wom included 5 questions related to the products, brands, and experiences in social media. E-advertisement includes 6 questions related to the online promotion of products and services. 5 questions are attached under Interaction that are relevant to the sharing of information, and sharing of exchange with different sorts of individuals. Trust included the 6 questions relevant to the organization and its promise that are promised to deliver to the customers. Finally, 6 questions are related to the customers social media engagement.

Scaling Technique

The responses were elicited using a 7-point Likert scale throughout the study. The point that most accurately reflects how the respondents would characterize the thing being evaluated has been noted. On a 7-point Likert scale, from strongly disagree to strongly agree, respondents were prompted to assess their level of agreement or disagreement. A pretest of the questionnaire on 30 respondents was conducted before it was finalized.

Questionnaire Development

The study used all closed-ended questions. The interviewer and the responder can both save time by using closed-ended questions since they are simple to analyze, comparable to other responses, and provide time savings. However, because the study created an English version of the research questionnaire, it is simplest for the study to exclude open questions since as non-native English speakers, the study might run into some challenges translating and correctly interpreting them. The data may be coded and analyzed most easily for the researchers using closed-ended questions.

Sampling Technique and Sample Size

Since creating a sample frame is cheaper and takes less time, non-probability sampling has been chosen. Convenience and judgmental sampling techniques have been utilized among the many non-probability sampling methods because they are accessible, practical, and produce results at a relatively cheap cost. The ability to gather a sample of about 250 responders is important for the study.

Data Collection

250 internet users were surveyed using a structured questionnaire and a Seven-point Likert scale between December 10, 2022, and August 10, 2023, for the research, which was conducted from Bangladeshs perspective.

Data Analysis

Information was gathered from Bangladeshi users of social media who were already active on sites like Facebook, Twitter, Instagram, and others. The data were then put in the SPSS 25.0 program for analysis. Multiple regression analysis, descriptive statistics analysis, and reliability statistics analysis are used to study it.

Origin of the Factors

The variables and items of the study are adapted from previously published articles, scientific papers, and other published materials. Here, described shortly below.

Table 1: Origin of the Factors.


Results

Descriptive statistics

Table 2: Descriptive statistics.

Multiple Regression Analysis
Predict the Relationship between Factors
Table 2 represents the model summary and expresses that there is a substantial positive correlation between the model (e-wom, e-advertisement, trust, interaction) and the dependent variable (customers engagement). R = 81.6% (0.816) predicts that the relationship between the variables is strong enough. Whereas, R2 is 0.667 (67%) predicts that, the model is strongly fitted according to data and is reliable. This model summary also expresses that there might be some other factors that could impact customers social media engagement. (Adjusted R2 = 0.661). The SD is lower than 0.05 which means the data are steady and free from random errors.

Table 3: Model Summary.

Confirm the Relationship Model Fitness
Multiple regression analysis is executed in Table 3 to identify the relationship between e-wom, e-advertisement, trust, interaction, and customer engagement. The table illustrated that the F value is nearly 122.437 and the Sig value is 0.000 with 4 and 245 degrees of freedom. Indicating the Sig value is less than .05 and the F is 122.437 proved that the model is strongly fit and assured as significant. 

Table 4: ANOVA.
Factors Influencing customers social media engagement
The Table executes the relationship using multiple regression analysis and reveals that e-wom didnt significantly influence the customers social media engagement (β1= -.057; t-value = -.987; p < 0.05). Whereas, the table expressed that e-advertisement is the most significant factor and influences the customers social media engagement (β2= 0.418; t-value = 7.302; p > 0.05). In addition, Interaction is another significant factor for the study as the table illustrates that interaction has a positive and significant relationship with customer engagement (β3= 0.200; t-value = 3.211; p > 0.05). Finally, Trust is another significant factor of the study and is predicted as positively affected by customers social media engagement (β4= 0.354; t-value = 6.328; p > 0.05). 
 
Table 5: Coefficients.
Hence, the coefficient table indicates that H2, H3, and H4 have a positive and significant influence on customers social media engagement. So, H2, H3, and H4 are accepted hypotheses whereas H1 is rejected.

Discussion

This study attempts to find out the ways how the respondents were accessing social media or the internet. Its found that almost 38% of respondents use their mobile phone to access the internet or social media. Then, about 22.8% of people use their personal computer (PC) or laptop to access the internet and social media and they have taken 2nd place. The 3rd highest number of respondents use both smartphones and their personal computers (PC) to log into social media or access the internet. They are 16.4% and 41 in number. Then the 4th and 5th highest respondents use the internet or cyber-café and use a computer in the workplace as a medium of using the internet and access to the internet. The study also indicates about the usage patterns of the respondents and reveals that most of the participants about 46.4% of people spend 2 to 4 hours daily on social media network sites and other web pages as well. 15.2% of people spend 5 to hours 12 daily on social media network sites and other web pages. About 16% of people spend 0 to 1 hour daily. Whereas 14.8% of people spend their time on social media network sites and other web pages nearly 8 to 10 hours daily. Finally, 7.6% of people spend more than 10 hours daily on social media network sites and other web pages. Other findings of the study explain the reasons why respondents use social media and the internet. Its found that the majority (45.6%) of the respondents use the internet for accessing social media purposes whereas only 16.4% of respondents use the internet for the purpose of being entertained. The study also indicated that 22.8% of people used the Internet for e-banking or online banking transactions whereas only 15.2% of respondents used it for gathering research and general information through using Internet and social media network sites. The study identified the most significant variable that directly impacts customers social media engagement and executed the relationship using multiple regression analysis and revealed that e-wom didnt significantly influence the customers social media online shop (β1= -.057; t-value = -.987; p < 0.05). On the other hand, (Jalilvand et al., 2011; Dwidienawati et al., 2020) found that e-wom is a significant factor that influences the customers engagement of social media online shop. Whereas, it expressed that e-advertisement is the most significant factor and influences the customers social media online shop (β2= 0.418; t-value = 7.302; p > 0.05). Lukka and James, (2014) and Weber, (2009) found e-advertisement as an effective tool to engage more customers towards online shopping using social media platforms. Interaction is another significant factor for the study as the table illustrated that interaction has a positive and significant relationship with customer engagement in social media (β3= 0.200; t-value = 3.211; p > 0.05). Hudson et al. (2016) and Li et al. (2015) revealed also the same result in their studies. Finally, Trust is another significant factor of the study and is predicted as positively affected by customers social media engagement (β4= 0.354; t-value = 6.328; p > 0.05). (Goode & Harris, 2007; Hulme, 2010) found trust as a significant factor that influences customers to engage online using social media. Hence, the coefficient of the study results indicated that H2, H3, and H4 have a positive and significant influence on customers social media engagement. So, e-advertisement, interaction, and trust have a positive and significant relationship with customer engagement in social media whereas e-wom didnt influence the customers engagement in social media which is opposed to Jalilvand et al. (2011) and Dwidienawati et al. (2020). 

Limitation

This study is constrained in a few ways. Only Bangladesh is the location of the study. It is therefore constrained by the location. The outcomes, conclusions, and results thus could not be relevant to other countries. On the other hand, the sample might not be large enough to adequately reflect all students in schools, colleges, and universities in Bangladesh. The study may not accurately reflect all pupils in Bangladesh because it included just 250 respondents. Here, just four variables were assessed, including e-women, e-advertising, trust, and interaction, and it was discovered that they influenced how customers engaged in social media. However, additional limitations could have been there that could have affected the customers social media activity. The complete amount of data that was collected did not take too much time; if it had, the studys findings would have been substantially greater. Gathering data while the nation is under lockdown due to the coronavirus outbreak is rather difficult.

Contribution & Further Direction

This study will help a wide range of individuals have a comprehensive grasp of the social media participation of their consumers. The studys findings will help academics; the government, marketers, and businesspeople gain insight into Bangladeshi consumers green purchasing habits and point them in the direction of other important elements influencing consumers social media activity. So that they may develop their plans and policies with reference to consumer and environmental challenges. By having a good understanding of their constituents social media involvement, governments, and governmental organizations can develop and promote their plans and programs. When that happens, they can effectively establish their plans and policies. By expanding the sample size, the geographic area, and the research instrument, as well as the variables, further study on this aspect may be successfully undertaken.

Conclusion

By putting forth a conceptual framework that takes into account all the variables that affect the process of consumer interaction in social media networks, this study significantly contributes to the body of knowledge on customer engagement. This study has some management ramifications in addition to its theoretical contributions. First, it gives managers a better grasp of the issues highlighted and aids in the development of targeted plans and tactics for consumer interaction in social media by offering an integrated conceptual framework for social media. Brand communities on social networks benefit both consumers and marketers, according to Schau et al. (2009). Customer referral value (CRV), customer influencer value (CIV), customer knowledge value (CKV), and customer lifetime value (CLV) were proposed as the four components of customer engagement value for consumers by Kumar et al. (2010). Therefore, these elements may be essential to raising a companys customer lifetime value (CLV). Due to the poor experiences that customers have, customers may also get disengaged (Bowden et al., 2015) and produce negative value fusion (Larivière et al., 2013). 

This study identifies the various elements that can influence whether or not consumers engage in social media and how to mitigate their negative effects by responding to their questions on social media and taking other webcare actions (Van Noort & Willemsen, 2012) such as refunds and replacements. Businesses should build social media marketing tactics that increase consumer pleasure, trust, commitment, and loyalty. Businesses should improve the social media experiences of their customers from an economic, social, practical, informational, and entertaining standpoint. Businesses should take into account target group demographics and contextual aspects while developing a social media marketing strategy.

Authors Contribution

B.U.: Methodology, Data Analysis, and Discussion; M.A.: Introduction, Data Collection, and Conclu-sion; A.B.: Literature Review. All authors have contributed to the work and approved the final manuscript.

Acknowledgment

We sincerely extend our heartfelt gratitude to Afzal Hossain for his unwavering support, invaluable assistance, and insightful guidance throughout this research. His contributions have been instrumental in shaping our work, and we deeply appreciate his generosity and expertise.

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Article Info:

Academic Editor

Dr. Liiza Gie, Head of the Department, Human Resources Management, Cape Peninsula University of Technology, Cape Town, South Africa.

Received

March 7, 2025

Accepted

April 9, 2025

Published

April 17, 2025

Article DOI: 10.34104/cjbis.025.03360350

Corresponding author

Burhan Uddin*

Department of Hospitality and Tourism Management, Coxs Bazar International University (CBIU), Bangladesh

Cite this article

Uddin B, Abdullah M, and Barua A. (2025). Factors affecting customers social media engagement: empirical evidence from Bangladeshi social media users, Can. J. Bus. Inf. Stud., 7(2), 336-350. https://doi.org/10.34104/cjbis.025.03360350 

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