Abstract—The number of internet users and social media in Indonesia is very big and the trend is still rising. Facebook is a social media platform most widely used in Indonesia. Facebook provides Facebook Page for brands, companies and organizations who want to communicate and build engagement with customers. This phenomenon is an opportunity for companies to use the Facebook Page as a marketing communication channel to building communication and increase engagement with customers. With Sequential Explanatory Mixed Methods approach, this study answers the question of what content type, media type, and posting time that generates the highest engagement on Facebook Page, as well as answers the question of what programs or tactics used by the company to increase engagement on Facebook Page. The study found that content type of information generates highest engagement, content type of remuneration generates most comment, and contents posted on weekdays (Monday-Friday) generate highest engagement. Study also found that investing in Facebook ads is good tactic to improve content reach and increase engagement on Facebook Page.
Index Terms—Social media, Facebook page, customer engagement, marketing communication, social media marketing.
Indrawati and Mamun Sumarna are with Faculty of Economics & Business at Telkom University, Bandung, Indonesia (e-mail: indrawati@telkomuniversity.ac.id, msumarna@gmail.com).
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Cite:Indrawati and Mamun Sumarna, "Factors Influencing Engagement on Official Facebook Page of Mobile Operator Companies in Indonesia," International Journal of Computer Theory and Engineering vol. 9, no. 6, pp. 422-426, 2017.
