The Influence of Visual Content, Posting Frequency, and User Interaction on Brand Engagement on Social Media

DOI

10.2991/978-94-6463-817-2_19How to use a DOI?

Keywords

Visual Content; Posting Frequency; User Interaction; Brand Engagement; Social Media; Digital Marketing

Abstract

This study aims to analyze the effect of visual content, posting frequency, and user interaction on brand engagement on social media. In today’s digital era, social media has become one of the leading platforms for companies to build and strengthen consumer relationships. Attractive visual content, consistent posting frequency, and high levels of user interaction are essential in increasing brand engagement. The research method used was a quantitative survey. Data was collected through questionnaires distributed to 300 social media user respondents who actively follow certain brand accounts. The data analysis technique used is multiple linear regression to see the effect of each independent variable on the dependent variable. The results showed that visual content positively and significantly influences brand engagement with a regression coefficient 0.45 (p>0.01). Posting frequency is also shown to have a positive effect with a regression coefficient value of 0.30 (p>0.05), although the effect is not as significant as visual content. User interaction showed the most critical impact among the three variables with a regression coefficient value of 0.55 (p>0.001), indicating that active Interaction with users is crucial in increasing brand engagement. This study concludes that to increase brand engagement on social media; companies should focus on improving the quality of visual content, maintaining consistency in posting frequency, and encouraging active Interaction with users. The findings provide practical implications for digital marketers in designing effective social media strategies.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hendra Fatadona
AU  - Vanessa Gaffar
AU  - Hilda Monoarfa
AU  - Agus Rahayu
PY  - 2025
DA  - 2025/09/12
TI  - The Influence of Visual Content, Posting Frequency, and User Interaction on Brand Engagement on Social Media
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 153
EP  - 159
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_19
DO  - 10.2991/978-94-6463-817-2_19
ID  - Fatadona2025
ER  -