Consumer behaviour to ensure social media platform continuity

Abstract

According to most recent data (2021), there are currently about 4.66 billion internet users in the world, of which 4.2 billion are active social media users. Today, social network users make up 53% of the population worldwide. It has been observed that such a strong dominance in the field of social media encourages consumers to become more involved in social media and to interact with the information they are presented with. Consumers who are actively involved in social media can contribute to social media marketing functions like attracting and retaining other users, marketing communication, and so on. By engaging in this way, users can improve social media platform performance and productivity. Although consumer engagement and social media are extensively examined in scientific literature, there is a lack of more detailed research analysing consumer engagement to ensure social media platform continuity. The aim of this article is to investigate the significance of consumer engagement for the continuity of social media. The article presents a conceptual model of consumer engagement to ensure the continuity of social media activities, which can help social media account managers increase consumer engagement in social media accounts. The study provides recommendations and research hypotheses relevant to further broader research.