The determinants and impact of social media content on consumer engagement

The digital age has transformed the business landscape, where everything went online at such a rapid pace. Social media is on the rise as a marketing tool, making traditional media obsolete as time passes. Contents posted online could either make or break an organisation. Consumers today have the power to choose what, when and where to watch online content, and they prefer personalized content. Social media plays a vital role in engaging interactions between organisations and consumers, among other benefits. Statistics show a rising trend in the number of global social media users, proving it as one of today’s important platforms for firms to focus on, by initiating engagement with consumers through contents posted. It is no surprise that governments worldwide are also trying their best to increase firms’ involvement in social media, especially among smallmedium enterprises (SMEs), as they are one of the key drivers of a country’s economic growth. Therefore, this concept paper aims to examine the relationship between social media content and consumer engagement and see value co-creation’s mediating effect on the relationship.