The obstacles in social media engagement: the need for an overarching management process / Nur Khaleeda Mahamad Halid

Using social media as a source of owned, paid, or earned media has become standard in today's commercial world. As social media grew in popularity in marketing, senior management begins to assess its social media marketing performance from a variety of perspectives, including the number of fans, the rate at which fans interact with the platform, and the impact on sales revenue. They recognize the benefit of comparing their own and competitors' social media performance statistics and merging their numerous social media brand pages into a single dashboard for easier decision-making, monitoring, managing, and implementing associated business strategies. The term "performance" is used in this study to refer to customer or user engagement rather than financial or product/service quality. It's about how a customer appreciates, perceives, and rates a company's social media brand page's behaviour and management. This performance is measured by the number of fans and followers, the number of shares, the fan engagement rate, the number of people talking about it, the number of impressions, and the reach. Performance is largely concerned with the question of fan involvement in this study. The term "performance" as employed in this paper does not refer to financial or product/service quality, but rather to customer or user engagement.