Factors Influencing Consumer Engagement on Instagram: A Perspective of Bereal.id

Social media in e-commerce has been widely used in marketing strategy of beauty products to improve consumer engagement. Examples are posting information on the beauty products, reading, commenting, liking, or sharing the posts to retain existing buyers or attract new consumers in highly competitive market. This research was conducted to analyze factors influencing consumer engagement of Bereal.id social media as a case study to maintain and grow their market. They have built consumer community on Instagram as the most widely used social media by their targeted market. Technology attractiveness framework was employed to demonstrate interactions among variables affecting the consumer engagement. A questionnaire for data collection was developed to test this framework. Later the collected data were processed with Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results demonstrate that physical attractiveness, sociability, and community involvement give impact on Bereal.id consumer engagement on Instagram. In contrast, personalization does not significantly affect the engagement. These findings determine recommendations to advance consumer engagement of Bereal.id. Moreover, lesson learned from this investigation can be adopted in similar cases.