Sri Fatiany Abdul Kader Jailani, Syukrina Alini Mat Ali, Nur Atiqah Rochin Demong, Noor’ain Mohamad Yunus and Erne Suzila Kassim

DOI: https://doi.org/10.6000/1929-7092.2019.08.87

Published: 02 December 2019

Abstract: Businesses often use social media applications such as Facebook, Instagram and Twitter to drive their services or sales. With these different social media platforms, business owners obtain important data, but they struggle to extract the true “intelligence” or information that can help them in decision making. In digital marketing, it is important for business owners to develop a good relationship with the customer prior to any transaction. Customer engagement is important to build rapport with the customer, hence establish understanding by greeting and thanking the customer. This study uses exploratory approach and adopts an inductive approach to explore the nature and degree of the social media usage that captures online business activities. The data was collected via Facebook Insight (Facebook BIS) based on top post sales for the year 2018. The result of the study revealed that the customer prefers different range of products such as food, gadgets and different services related to health and fitness. Business owners who uploaded and share photos to promote their products tend to receive more viewers, customer reactions and likes. This research also reveals the pattern of Facebook engagement between entrepreneur and customers (followers of the social media page). Using Facebook as the platform of investigation, the research objectives are to investigate the pattern and engagement as well as segmentation of the sales post activities in a public community Facebook group. The findings offer some explanation and suggestions for business owners to boost up their sales by studying the pattern and engagement as well segmentation. Therefore, the business owner can make wiser decisions to engage using appropriate ways and offer the right product and services that suit with customers need.

Keywords: Entrepreneurship, online community, Facebook engagement, social media.

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