The Influence of Social Media Content Types Towards Social Media Engagement among Flashy Potential Customer

Abstract

The emergence of Covid-19 in Indonesia increases the competition between fashion brand in attracting potential customer on social media. In this challenging time where the potential customers treated by massive advertising and aggressive campaign, it has become important for brands to have strong social media engagement. One of the important aspects that affect social media engagement is content marketing. Which the relevant content marketing could attract the audience to engage and create positive attitudes toward the brand. Unfortunately, there are still a lot of Indonesia local fashion brand that still struggling to increase and maintain their social media engagement. One of the reasons is caused by lack of audience research especially on audience social media content preferences. Therefore, this research studies the influence of social media content types towards social media engagement to help one of local Indonesia fashion brand that struggling with their social media engagement performance. This research conducted in Multiple Regression Analysis. The population observed is Flashy potential customer with sample size of 253 respondents. The results of this research showed a significant influence of informational content, entertainment content, remunerative content, and relational content on social media engagement. The most influential content types are entertainment and relational content. Therefore, researcher recommend Flashy the local women fashion brand to put more effort on creating all the four social media content types, especially entertainment and relational content. Because these content types have a strong effect on social media engagement of Flashy potential customer.

Keywords: Local Brand, Social Media Engagement, Social Media Content, Social Media Strategy