The Impact of Information Content and Entertainment Content on Customer Engagement and Customer Loyalty: A Study on Scarlett's Customer Base

Heanjelika Ali Sandi; Ferry  Tema Atmaja

doi:10.24123/jeb.v5i1.6115

Heanjelika Ali Sandi Universitas Bengkulu
Ferry Tema Atmaja Universitas Bengkulu

DOI: https://doi.org/10.24123/jeb.v5i1.6115

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PDF Downloads: 110 times

Keywords: Information Content, Entertainment Content, Customer Engagement, Customer Loyalty

Abstract

Purpose: The primary objective of this study is to comprehend the influence of two distinct types of content on customer engagement and loyalty, with a specific emphasis on the Instagram platform. Additionally, the research seeks to investigate how the content on Instagram can impact consumer engagement behaviors and loyalty toward Scarlett products.

Method: Data for this study were collected through a survey link. The survey was distributed to 223 participants, with 176 respondents actively participating. However, only 147 questionnaires met the established criteria for inclusion, as the remainder still needed to satisfy the stipulated requirements. The data analysis was conducted utilizing the SmartPLS4 software.

Result: The findings of this study indicate that both informational and entertainment content significantly influence customer engagement and loyalty. However, it is noteworthy that customer engagement, as identified in this research, has little impact on customer loyalty. Consequently, it is imperative to create and reinforce all facets of informational and entertainment-based content. Doing so will stimulate more active engagement from social media followers, directly influencing customer loyalty.

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