The Determinants of Social Media Engagement for Fashion Industry in Oman: A Descriptive Analysis

Fatma Al Rabaani, Aiman Said

Abstract

The use of social media has completely remodelled the way people interact, communicate, and engage. Social media platforms play an essential role in reshaping the relationship between customers and companies. Present companies establish their accounts in social media to reach and engage with their customers, listen and take their opinion, enhance the purchase decision, and increase the revenue. The main goal of this study is to determine the factors that affect customer engagement. From 296 Instagram business accounts with 530,366 posts published, the dataset was scraped and used to understand what impacts customer engagement. Different descriptive analysis techniques were adopted to answer the questions of the study. Among the key finding of this study, customer engagement is positively affected by the number of comments and shares. The number of likes of published posts is not influenced. Moreover, video posts attract more customer interaction than other types of posts. Uncovered the property of three kinds of customer engagement (low, moderately, and high active).

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Paper Citation


in Harvard Style

Al Rabaani F. and Said A. (2021). The Determinants of Social Media Engagement for Fashion Industry in Oman: A Descriptive Analysis.In Proceedings of the 13th International Conference on Agents and Artificial Intelligence - Volume 2: ICAART, ISBN 978-989-758-484-8, pages 1151-1159. DOI: 10.5220/0010336511511159


in Bibtex Style

@conference{icaart21,
author={Fatma Al Rabaani and Aiman Said},
title={The Determinants of Social Media Engagement for Fashion Industry in Oman: A Descriptive Analysis},
booktitle={Proceedings of the 13th International Conference on Agents and Artificial Intelligence - Volume 2: ICAART,},
year={2021},
pages={1151-1159},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010336511511159},
isbn={978-989-758-484-8},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 13th International Conference on Agents and Artificial Intelligence - Volume 2: ICAART,
TI - The Determinants of Social Media Engagement for Fashion Industry in Oman: A Descriptive Analysis
SN - 978-989-758-484-8
AU - Al Rabaani F.
AU - Said A.
PY - 2021
SP - 1151
EP - 1159
DO - 10.5220/0010336511511159