A Summer Internship Project Report

on

Factors affecting Customer Engagement Over Social Media

In Events Industry
Completed at

Floral Glory
By
Deval Aditya Kulkarni
1062201771
TY.BBA (D) (General)
Batch 2020-2023
Submitted to

Dr. Vishwanath Karad MIT World Peace University, Pune

Maharashtra, Pin-411038
In partial fulfillment of the requirement for the award of Degree of

Bachelor of Business Administration (BBA)

Submitted Through

School of Business
Dr. Vishwanath Karad MIT World Peace University, Pune
Maharashtra, Pin-411038
2022
 A Summer Internship Project Report

on

Factors affecting Customer Engagement Over Social Media

In Events Industry
Submitted in partial fulfillment of the requirement for the award of Degree of
Bachelor of Business Administration (BBA)
Completed at

Floral Glory

By
Deval Aditya Kulkarni
1062201771
TY.BBA (D) (General)
Batch 2020-2023
Submitted to

External Guide
Internal Guide

Sonali Kulkarni Prof.Vinaya Nimbholkar

Proprietor Faculty
Floral Glory School of Business
 CERTIFICATE

This is to certify that Mr Deval Aditya Kulkarni of SOB, MIT-WPU has successfully
completed the project work titled “Factors affecting Customer Engagement Over Social Media,
In Events Industry.” at Floral Glory in partial fulfilment of the requirement for the award of
BBA prescribed by Dr Vishwanath Karad MIT World Peace University, Pune from 1st
November 2021 to 5th January 2022
This project is the record of authentic work carried out during the academic year 2021-2022

Internal Project Guide School of

Business (UG)
 Floral Glory

Date: 05-01-22

Dear Deval Kulkarni,

This is to certify that Deval Kulkarni has done his

internship in Event Management
at Floral Glory, Pune, from 1st November 2021 to 5th
January 2022.

He has worked on more than 10 projects. These projects

were aimed at developing management skills. The Major
role of these projects was to keep track of the Event
management, Production Lead, and Sales head.
During his internship, he demonstrated his skills with self-
motivation to learn new skills.

His performance exceeded our expectations and he was

able to complete all the projects on time.
We wish him all the best for his upcoming career.

Best regards,
Sonali Kulkarni
Proprietor
Date: 05-01-22

FLORAL 9860427073

GLORY Sonali Kulkarni floralglory@gmail.com

Plot no.26, Sahik Park, Survey No.
56/4B Opposite Volvo Service Center
S
u
s
,

p
u
n
e
 DECLARATION

I, Mr. Deval Aditya Kulkarni hereby declare that this project is the record of
authentic work carried out by me during the academic year 2021-2022. This project is
plagiarism free and has not been submitted to any other University or Institute for
the award of any degree.

Deval Aditya Kulkarni

1062201771
TY.BBA (D) (General)
Batch 2020-2023
 ACKNOWLEDGEMENT

I am also thankful to Floral Glory for recruiting me as an intern and creating such a wonderful
environment for learning Consumer behavior skills.
I would like to thank Sonali Kulkarni (Proprietor) and Neha Kawale (Operations Head) for
giving me this opportunity to showcase my talent in their Company, Floral Glory. They
have provided a huge amount of their precious time and effort to me. It has been an
outstanding journey where I learned a lot about Management, Marketing, Consumer
Behaviour, and Human resources management.
My Gratitude and respect to Prof. Vinay Nimbholkar for helping and guiding me through
the completion of my Project and Internship period.

Would, be obliged to take this opportunity to express a deep sense of gratitude to the teams
of Floral Glory for presenting me with such an amazing experience.

Lastly, would like to thank my department BBA and the Faculty of Management for
designing a course where I could put all my theoretical learning to use and get my practical
exposure before even graduating.

Deval Aditya Kulkarni

1062201771
TY.BBA (D) (General)
Batch 2020-2023
 Table of Contents
Sr. No. Particulars Page No.
1 Cover Page 1
2 Title Page 2
3 Certificate from Institute 3
4 Company certificate (On Company Letter head) 4
5 Declaration by Students 5
6 Acknowledgement 6
7 Table of Contents 7
8 List of Table and Figures 8
9 Excutieve Summary 9
Chapter One: Introduction
10 1.1 Introduction 10
11 1.2 Introduction of the Project topic. 11
12 1.3 Statement of the problem 11
13 1.4 Significance of the study. 11
14 1.5 Important terms 12
15 1.6 Objectives of study 13
16 1.7 Company Overview 13
17 1.8 Company Profile 13
 Table of Contents
Sr. No. Particulars Page No.
Chapter Two: Litreature Review
18 Litreature Review 14
Chapter Three: Research Methodology
19 16
3.1 Hypothesis
20 17
3.2 Methodology
21 17
3.2.1 Data
22 sourcing 17
Chapter Four: Data Analysis and Interpretation

23 20
4.1 Validating customer engagement in social media as a formative
construct
24 21
4.2 The Moderating effect of product lifecycle on the structural
model's hypotheses
Chapter Five: Summary and Conclusion
25 23
5.1 Limitation and future
26 research 23
27 5.2 Conclusion 25

BIBLIOGRAPHY
Table of List and
Figures
Sr. No. Particulars Page No.

1 Figure. 1. Structural analysis 16

2 Figure. 2. Research methodology. 18

Table. 1. "Descriptive Statistics of Instagram and Twitter extracted from

3 19
social media post

Table. 2. Correlation Matrix on Social Media posts extracted from Both

4 20
Instagram and Twitter

5 Table. 3. Customer Engagement in Social Media as Formative Construct 20

Table. 4. Product lifecycle moderation effect on the

6 21
hypothesized relationships.

7 Figure. 3. Structural analysis results on Instagram. 22

8 Figure. 4. Structural analysis results on Twitter. 22

 EXECUTIVE SUMMARY

Floral Glory is a production-based Event Décor and Management, the company

works in the field of the traditional decor of weddings majorly. I joined the
company
as an Intern in Business Development but gradually progressed due to my skills in
Operations and Production also.

My first task started with Data collection and Cold calling lead clients from the
respective Hotels. 3 Hotels namely Sayaji (Pune), Taj Vivanta (Pune) and Ramada
(Pune) were part of my first task.
Promoting the company's current designs and providing the hotels with new designs.
collecting, researching, and synthesizing market information and patterns to create
reports. Putting into practice new sales strategies that the marketing team has
established for presenting new Designs to customers.

Due to my approach and skills, I was promoted to the Operations and Production
team as well, where we executed 5 major events. Corporate and Traditional events being
part of the mixed experience, from understanding the architectural aspects as well as
the small details of each event helped me understand in-depth of Management and
Events Industry.

The Company has a strong focus on production more than outward engagement and as
Intern, I was given the responsibility to add my skill set to boast engagement with the
company.

Work duration
10 weeks and 5 Days

1st November 2021 to 5th January

2022
 CHAPTER 1
INTRODUCTION

1.1 Introduction:
Floral Glory has a strong focus and long-term relationship. Floral Glory's aim is to
create real emotional & physical experiences for everyone involved and for making an
impact.

Floral Glory started our journey in 2008. Floral Glory tailors each integrated program
specifically to our client’s objectives & desired results. Floral Glory has an experience of
more than a decade, of offering their services throughout the nation.

Floral Glory has extensive experience from building up decor for Hotels to the great
pathway leading to our journey through events. This journey has led through
divergent events from socials to corporates. Floral Glory's decade-long occurrence in this
industry helped me to understand every stream of workload and management.

Event Specialization by Floral Glory was into Weddings but has opened the doors for
Corporate and Conference Events. Floral Glory at such end Provided Services like
Venue Hunt, The preliminary step for a perfect event is the beautiful venue. Saving the
Hassel of Hunting Venues, we help in finding the one perfect Venue.
Designs and Decor, ideal concepts & innovative designs. Self-sustained production
house i.e creating own designs and decor.
Event Management, from A to Z each requirement in reference to the event shall be
provided.

Philosophy of the Company

"RECOGNIZING THE NEED IS THE PRIMARY CONDITION FOR DESIGN"

ADDRESS:-
Plot no.26, Sahik Park, Survey No. 56/4B Opposite Volvo Service Center Sus, Pune
1.2 Introduction of the Project topic.

TOPIC- A study on factors affecting Customer Engagement Over Social Media,

In Events Industry

The purpose of this study is to first, examine why businesses create brand pages on
social media, how they use them, what policies and methods they follow, and what
outcomes they expect.
Considering how users profit from such sites from the viewpoint of corporations. It also
concentrates on how the brand elements contribute to the brand's reach, and it is
recognized that leading brands face unique challenges that limit their growth and
exposure, limiting their ability to make significant contributions to sustainable
development.
Modern-day, the client and customer base operating in Industry 4.0 reviews the
portfolio and profile over Social media in the Events Industry.

1.3 Statement of the problem.

As an apprentice, I observed that the business was not utilizing its reach and network
to develop on any of its social media platforms because its primary goal was to
introduce more engaged people to the platform. In a quickly changing world where
social media is becoming more powerful by the day, it is critical for an events-based
business to work on its social media handle in order to increase brand visibility and
knowledge.
Customer Engagement on social media was a key aspect where the majority of the
current set of clients approached which was an untapped market in accordance with
the industry.

1.4 Significance of the study.

In this new age, social media sales and marketing must be conducted in the best
interests of the consumer. To be effective, these teams must concentrate on their
strategies and actions while keeping the problems and possibilities of the buyers
in mind.

Social media plays a critical part in the development of any organization. The
distinct and critical role of sales and marketing through customer interaction
in pursuing a diverse audience is bridging the distance between
prospective customer requirements and the goods and services that the
organization has to offer.
1.5 Important terms

SOCIAL MEDIA MARKETING:

A social media marketing campaign's main aim is to raise company recognition and build
social trust. As you progress in social media marketing, you will be able to use it to
generate leads and even as a direct marketing or sales outlet. Social media marketing
includes things like promoted messages and comments.

CUSTOMER ENGAGEMENT:
Customer engagement is delivering connected experiences to your customers instead of
single, one-off, or fleeting transactions. It means optimizing your team structure,
operations, and technology to create a connected feedback loop with customers.
Businesses need to stay informed about customers’ evolving needs, maintain and build
their brand integrity, and make ethical use of customer data to help customers have
the best experience.

PRODUCT LIFE CYCLE:

A product life cycle is the length of time from a product first being introduced to
consumers until it is removed from the market. A product’s life cycle is usually
broken down into four stages; introduction, growth, maturity, and decline.

TARGETING:
Targeting is a social media marketing word that refers to the process of displaying
advertisements and messages to a particular group. The majority of social advertising
platforms enable marketers to define and target groups based on age, region, gender, and
other factors. Your social media target group is made up of individuals to whom you
want to appeal, which will aid in the development of your brand guidelines.

USER-GENERATED CONTENT:
User-Generated Content (UGC) is any content produced by users rather than companies,
such as writing, videos, pictures, reviews, and so on. Marketers are incorporating user-
generated content (UGC) into their social media accounts and webpages as part of their
social marketing plan. Sharing user-generated content (UGC) supports authenticity,
develops confidence, and drives buying choices from their own audience.
1.6 Objectives of study

The study aims to focus on the importance of social media and how social media
marketing can be used to grow a company's image and product while building a
long- term connection with the target market.
Another aim of social media is to raise company awareness. Social media plays an
important part in generating brand recognition to develop the company and increase
consciousness among existing and new clients and consumers. By improving and
promoting the brand's recognition process, the sales chain can be reduced and the
brand's market share can increase while keeping cheap marketing and brand promotion
costs.

Objectives of the Study

1. Research and select the best social media site for business promotion.
2. To monitor and determine when to optimize social media messages for optimum
reach.
3. Understanding customer participation in social media.

1.7 Company Overview

Floral Glory has a committed audience and a lasting connection. Floral Glory wants to
make an impression and give everyone engaged authentic emotional and physical
experiences.

In 2008, Floral Glory set out on our adventure. Each comprehensive programme at
Floral Glory is specially tailored to the goals and outcomes that our clients want to
achieve. Since more than ten years ago, Floral Glory has been providing their services
all over the country.

Floral Glory has a wealth of expertise, from creating hotel décor to the fantastic
route that leads to our trip through events. This voyage has taken us to a variety of
activities, from social to business-related. Being a part of Floral Glory for ten years
has given me insight into every aspect of labour and administration.

1.8 Company Profile

Name: Floral Glory
Location: Pune
Industrial Category: Luxury
Working Hours: 9 am to 6 pm
 CHAPTER 2
LITREATURE REVIEW

Literature Review.

In particular, marketing literature contends that "customer engagement involves

customers' interactive and co-creative actions." client engagement measures how closely
a client feels linked to a business, with a greater degree of engagement enhancing a
business's success. According to an extension of the aforementioned meaning, customer
involvement also includes "events and activities engaged in by the customer that are not
directly related to search, alternative evaluation, and decision making involving brand
choice."

The alignment between a company's value proposition and its customer experience
initiatives is the primary factor in increased consumer involvement. An engaged
consumer connects with a brand through five distinct phases, each of which builds on the
one before it. The phases are as follows: Brand transaction, continued approach, readiness
to buy other products of the brand, recommending to others, and ultimately becoming a
brand advocate. To sum up, the capacity of a company to connect with its consumers is
central to the marketing literature's discussion of customer engagement.

Social media's pervasive use has created new chances for businesses to communicate
with their clients directly. The idea of consumer involvement in social media also caught
the interest of different information system scholars. Three different client interaction
strategies can be planned by businesses: triggered, tailored, and constant. The approach
for ongoing conversations with customers is laid out in the persistent customer interaction
strategy. According to the customised customer engagement strategy, which is founded
on previous information on customers' hobbies, preferences, conversations, and
relationships, the objectives of tailored customer interaction are depicted. When a
company prepares for customer-initiated events to investigate and find new value-
creation possibilities, the triggered customer interaction strategy is applicable.

Interacting with consumers on social media enables a business to increase customer

loyalty and raise brand recognition. Grounded studies concentrate on the tangible
connections and interactions consumers have with a product. The emphasis of customer
engagement research has shifted towards behavioural interactions of consumers with a
product as a result of the development of new technologies like recommendation systems,
online buyer reviews, and social media platforms.
Surveys, a proxy for customer engagement, is still used as the primary way of measuring
consumer interaction in social media.
The number of likes, remarks, and shares are typically social media site metrics that
indicate interaction with a post, according to the body of existing literature. Thus, the
idea of consumer involvement in social media is proposed, conceptualized, validated, and
measured in this research as a multidimensional formative construct.

Total likes, remarks, and shares are included in the proposed consumer interaction model
for social media posts. The novel approach presented in this research enables a business
to assess directly the degree to which their present or prospective future customers are
responding to or will respond to their marketing efforts. Additionally, it allows a business
to timely update its marketing strategies and plans in order for customers to sense the
changes as they happen. This increases customer involvement levels.
 CHAPTER 3
RESEARCH METHODOLOGY

3.1 Hypothesis

The quantity of fans is used to gauge a user's popularity on social media. A social media
brand is defined as "a user with established credibility in a particular industry, access to a
sizable audience, and the ability to persuade others to act based on their
recommendations." It is anticipated that a social media post by these people will attract
more views due to their higher degree of reachability due to brand impact.
Existing research reveals a link between the number of views a social media post receives
and the responses it receives from users. A greater degree of view is thought to draw more
likes, remarks, and shares from other social media users. As a result, a post from a Brand
should receive more remarks, likes, and shares (i.e., a greater degree of consumer
interaction).

Popularity increases the message's reachability to a wider audience and serves as a

gauge for evaluating a promoter's trustworthiness. Consequently, more social media
users are anticipated to respond to a message about a product made by a social media
personality with a large following on social media. More likes, shares, and remarks
result from a higher degree of reaction, which raises consumer interest for the posted
product. As a result, it is hypothesised that: Customer interaction on social media is
favourably correlated with a message poster's popularity level.
Discourse Logic examines whether a social media post endorsing or criticising a product
includes factual information as opposed to personal opinion.
Augmented Frame expresses the tone (i.e., optimism, negativity, or indifference) of a
social media post expressed by the argument frame, which reflects the allure of a reliable
message.

Figure 1. Structural analysis

3.2 Methodology

3.2.1 Data sourcing

To evaluate the research model and the related hypotheses, this study utilises secondary
data that was scraped from Twitter and Instagram, two social media platforms. The
textual substance of the articles was part of the scraped, raw data, and it was used to
separate speech logic and argument structure.
To conceptualise and gauge consumer interaction on social media, the number of likes,
comments, and shares of a post was scraped. The social media messages about decor and
design were chosen as the overarching subject. This decision was made primarily because
they are easily distinguished. Four sets of stages were chosen in this respect to evaluate the
moderating impact of the product lifecycle:
1. Wedding Venue (i.e. introduction stage),
2. Event Planner (i.e., growth stage),
3. Wedding Decorator (i.e., maturity stage),
4. Peripherals (i.e., decline stage)

The introduction period is when a product tries to attract interest through

advertisements or social media word-of-mouth. At the growth product lifecycle stage,
the product's exposure rises primarily as a result of marketing benefits from earlier
phases of introduction. When a product is in its maturity period, it receives the most
focus.
At this point, companies primarily release new content to change the interests of their
consumers. A commodity that is in decline has stopped being profitable. The primary goal
of a marketing effort is to postpone the removal of a product from the market through the
use of sentimental appeals.
The Uses and Gratifications Theory (UGT) claims that people use Instagram to interact,
have fun, or find out information about a specific product. Twitter, on the other hand, is
mainly used for idea exchange. These two social media platforms were chosen
because various firms primarily use them to increase customer
engagement in social media.

3.2.2 Demographics
In addition, there are significant differences between these two networks' social media
consumers. Instagram users tend to be younger than 30 (80%), in contrast to Twitter,
where the bulk of users are over the age of 30 (i.e., 60%). This stark difference between the
demographics of users on the two platforms suggests that the requirements and desires of
these two age groups are distinct. Having said that, we gathered social media messages that
matched the aforementioned criteria for this research over a four-year span, from 2016 to
2020. 3324 posts were included in our final sample, of which 1583 were social media posts
pulled from Instagram. and 1741 tweets were pulled from social media.
 Data Collection
Web-Scrapping Technique in
Instagram and Twitter

Popularity and Customer

Engagement Indicators
Discourse Logic Classifier Argument Frame Classifier
Followers, Likes, Comments,
Shares

Statistical Analysis
Descriptive Statistics

Figure. 2. Research methodology.

 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION.

Social media platforms with messages from short spans that matched the aforementioned
requirements. A total of 3324 messages were included in our final sample, of which 1583
were taken directly from Instagram and 1741 from Twitter. Table 1 shows an overview of
the descriptive statistics for the information we gathered.

Descriptive Statistics of Instagram and

Twitter

Standar
Sr. Construct Mea Medi d M Max
No. n an in
Deviati
Likes on 110000
1 1574 136 0 0
Comments 20782.9
2 76 7 3 1 7000
Shares
3 539 34 285.41 0 431000
Popularity
4 21509 7193 8724.2 1 649975
Disclosure 94 49 7 84
5 4511407
Logic -0.29 -0.24 .5 - 1
Table. 1
1. Total Number of Social media Posts for Wedding Venue: 501
2. Total Number of Social media Posts for Event Planner: 957
3. Total Number of Social media Posts for Wedding Decorator: 775
4. Total Number of Social media Posts for Peripherals: 981
5. Total Number of Social media Posts Extracted from Instagram 3324

In order to describe how consumer involvement in social media is formed, this research
adopted an explanatory strategy and relied on secondary data. The purpose of this study
was to understand how the textual content of social media posts increases consumer
interaction, so a mixed-method strategy combining quantitative and qualitative research
techniques was the best choice. Social media texts were analysed using the qualitative
technique, which converted the textual data into quantitatively measurable values that
could be used in subsequent studies. The chosen textual analysis methods complemented
the goals of this study's research, as indicated by the body of existing literature.
In keeping with the explanatory research strategy, the quantitative approach was also used
to clarify the degree to which the theories' supported assumptions have an impact on how
customers interact with social media posts.
4.1 Validating customer engagement in social media as a formative construct
Establishing the value of consumer interaction as a formative construct in social media
To investigate a formative construct, the two stages of indicator collinearity analysis
and indicator statistical significance should be carried out. Table 2 demonstrates that
there is no collinearity among the measures of consumer interaction with social media posts
in this research. The bootstrapping technique was used as a concluding stage to
investigate the importance of the first order markers (the number of likes, remarks, and
shares) in determining consumer interaction on social media. Results are shown in Table 3
below.

Correlation Matrix on Social Media posts extracted from Both Instagram and Twitter

Disclosu Argume
Likes Commen Shar Populari
ts e ty re Logic nt
Frame
Likes 1
Commen 0.167
1
ts Shares 0.139
0.326 1
Populari 0.23
0.152 0.22 1
ty 0.02 5 1
38 0.09 0.065
Argument -0.14

Table. 2

The significance of indicators in shaping consumer involvement in social media as a

formative concept is shown by the outer model weights and T-values. The amount of likes
and posts is the most important element influencing how customers perceive customer
interaction on social media, as shown in Table 3.
Unexpectedly, it was also discovered that the quantity of comments does not substantially
influence how the idea of customer involvement in social media is formed. Our first
research goal was to theoretically test and verify the idea of consumer engagement in social
media through the perspective of social media users' involvement in the (co)creation of
content. The studies described above fulfil this goal.

Customer Engagement in Social Media as Formative

Relationsh Weig T- Ke
ip ht Value ep

Likes 0.65 6.27 Y

2 6
Comment es
0.11 0.88
s Shares N
Table. 3
 Table 4
Product lifecycle moderation effect on the hypothesized relationships.
Product lifecycle
R2 Relationships Moderation

Introduction Popularity ➔ Customer engagement Significant

0.15
stage
Discourse logic ➔ Customer engagement Significant

Argument frame ➔ Customer Not

engagement significant
Growth stage Popularity ➔ Customer engagement
0.16 Not
significant
Discourse logic ➔ Customer engagement
Significant
Argument frame ➔ Customer Not
engagement.
significant
Popularity ➔ Customer engagement
Maturity stage Not
0.24 significant
Discourse logic ➔ Customer Engagement
Significant
Argument frame ➔ Customer
engagement Significant
Popularity ➔ Customer engagement
Significant
Decline stage
0.11 Discourse logic ➔ Customer engagement
Argument frame ➔ Customer Not
engagement significant
Significant

4.2 The moderating effect of product lifecycle on the structural model's hypotheses

In keeping with our third goal, we investigated the degree to which the connections in
the study model are moderated by the product lifecycle. In order to determine whether
the impact of customer interaction antecedents differs by product lifecycle stage, this
research divided the dataset at hand into categories based on the phases of the product
lifecycle and used the bootstrapping technique with 1000 re-samples. The results are
displayed in Table
4. The aforementioned findings support the theory that, when a product is still in the debut
stage, the product lifecycle moderates the relationship between fame and customer
engagement in social media, thereby boosting customer engagement.
It's interesting to note that the connection between discourse logic and consumer
involvement in social media is also moderated by product lifecycle. Customers are believed
to be more interested in hearing unbiased proof about a product's excellence during the
introduction phase.
As a result, they prefer to focus more on the specifics of communication. According to
Table 4, customer interaction on social media would be greater for those posts that were
ostensibly backed and endorsed at the introduction stage by well-known personalities.
Discourse logic is the primary element boosting consumer involvement in society for a
product that is either at the development or maturity stage, as was hypothesized.
 Messenger’s Credibility

Popularity
0.284***

Customer Engagement with Socia

-# Likes
Message Credibility Commen
-#ts
-0.157***
-# Shares
0.222*** R2=0.17
Disclosure Logic

Argument Frame ***P<0.001

Figure 3. Structural analysis results on Instagram.

Messenger’s Credibility

Popularity
0.466***

Customer Engagement with Social

-# Likes
Message Credibility Commen
-#ts
0.154***
-# Shares
-0.002 R2=0.26
Disclosure Logic

Argument Frame ***P<0.001

Figure 4.Structural analysis results on Twitter.

The positive tenor of a social media message also increases consumer engagement as the
product develops. This result is also supported by recent research. Promotive
communications encourage consumers to interact with a product more actively because
they are already acquainted with it and demand it is rising at the same time.
Results were also supported, indicating that for a product in the decline stage, the product
lifecycle favourably modifies the link between the argument frame and consumer
interaction on social media.
In this respect, Table 4's illustration of the positive argument frame of a social media
post for a product in the decline stage demonstrates how it increases user interaction. At
the point of decline, the influence of fame was also found to increase customer engagement
in social media.
 CHAPTER 5
SUMMARY AND CONCLUSION

5.1 Limitation and future research

Instagram and Twitter were the only two major social media sites examined in this
research. Therefore, it is important to pay attention to how broadly applicable its results
are to other social media sites. Additionally, only posts about companies with significant
involvement were chosen for this research.
The findings of this study need to be confirmed by additional research papers for various
categories of goods or services.
For the sake of knowledge, we only used social media messages in this research that were
written in English. To confirm the current study's findings, the classifications used in this
study should be modified for various cultural and linguistic contexts.
Finally, only three antecedents for consumer involvement in social media were found in
the current research. Furthermore, in order to verify the suggested hypotheses for this
research, we merely used secondary data. Future studies should look for additional
factors that influence customer involvement while using different research techniques to
test the generalizability of the current study's results.

5.2 Conclusion

Social media is used by a sizable number of distinct people globally. Therefore, many
businesses work to increase customer involvement through social media, which in turn
increases revenue, profit, and customer loyalty. Through the perspective of customer
(co)creation of the material on social media, this research tried to describe, conceive, and
verify the idea of customer involvement in social media. To that end, it has been
discovered that the quantity of likes and comments a social media post receives shapes
and quantifies consumer involvement in social media.
Additionally, fame, discourse logic, and argument frame were found to be the three
primary causes of consumer involvement in the current research.
This study used secondary data from Instagram and Twitter to verify its research
model and its associated assumptions while concentrating on social media posts related
to four distinct types of companies at various product lifecycle phases.
Having said that, it was discovered that the two selected social media platforms have
different responses to the recognised antecedents of customer involvement in this
research.
Instagram, users of social media were more likely to interact with a favourably written
social media post that was personally supported by a brand advocate than on Twitter,
where users were more likely to pay attention to posts that were objectively supported.
Additionally, it was discovered that these impacts differ according to a product's lifecycle
period.
For a product that is being introduced, fame of a promoter is crucial in boosting
consumer interaction with social media posts on both Instagram and Twitter. Discourse
logic becomes the most important element in boosting customer interaction with a social
media post for goods that are in their development or maturity stages, generally, across
Instagram and Twitter. Finally, more uplifting messages are needed for goods that are
declining in order to increase social media user interaction.
 BIBLIOGRAPHY

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