ANALYSIS OF CONSUMER ENGAGEMENT IN TELKOMSEL FACEBOOK ACCOUNT: A CONTENT ANALYSIS

Abstract

The high level of social media usage in society were used by most companies to communicate with their consumers. Telkomsel is one of the largest telecommunication company in Indonesia that used this beneficial social media to communicate and interact to their customer in this digital era. The existence of consumer engagement enables the occurrence of two-way communication between consumers with brands or companies so that mutual understanding for both parties occured from this interaction. Consumer engagement in social media can be seen from the number of likes and share of the company's brand page in social media based on four dimensions of brand experience which are perceptual experience, social experience, epistemic experience, and embodied experience. This research studied how perceptual experience, social experience, epistemic experience, and embodied experience influenced consumer engagement in Telkomsel’s Facebook account. Data collection method in this research is collect by taking data from brand post from account Facebook Telkomsel in November and October 2017 with the total number of brand post of 413 posts. Poisson regression are used to to determine the influence of brand experience to customer engagement. Based on the results of data processing, it is found that that Perceptual, Epictemic, and Embodied Experience have a positive relationship oncustomer engagement in Telkomsel Facebook account. Meanwhile, Social experience did not contribute to customer engagement. Based on the results of this research, Telkomsel should pay more attention to manage in their facebook account content to improve brand experience for their costumers as it been founded that customer that have more experience also have higher engagement to company.
Keyword: Content Analysis, Costumer Engagement, Facebook, Poisson Regression