The Digital Connection: Investigating Consumer Engagement Dynamics with Retail Brands on Social Media

Abstract

Given how much time people spend on social media, it has attracted a lot of attention. Retail businesses have been encouraged by this to alter their marketing plans and interact with customers on social media. Promoting new items and strengthening relationships with customers are two benefits of consumer interaction for retail businesses. Even while a number of research studies have examined consumer involvement, few have examined how consumers interact with retail businesses on social media. Therefore, the purpose of this study is to investigate how consumer involvement and intention to interact with retail firms on social media relate to each other. The Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) were utilized in this study to investigate these connections. A quantitative method and an online poll were used to gather data from 50 social media users in Lahore city. Software called the Statistical Package for Social Science (SPSS) has been used to analyze data in order to determine variables, demographic data, and the relationships between the variables. This study aids consumers and retailers in raising knowledge of social media user involvement. Perceived enjoyment, peer communication, and perceived usefulness toward intention to engage are all at an average level, according to the data.