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1.3 Research Objectives

This study listed three main objectives:

i. To identify the relationship between interactivity, consistency, and content type with customer engagement of ClayNiQ
pharmaceutical products.
ii. To investigate the most important factors that influence customer engagement of ClayNiQ pharmaceutical products.
iii. To explore either marketing campaign using user generated content on Instagram help to increase customer engagement of
ClayNiQ pharmaceutical products?

2.0 LITERATURE REVIEW

2.1 Customers Engagement

Hollebeek (2011) defines customer's brand loyalty as the level of customer's motivation towards the brand and the situational
awareness state based on the awareness, emotion and behavior of specific brand interaction. The goal of customer loyalty is to
focus on customer behavior to reach the target company, which is beyond the scope of transactions and shopping. On this basis,
Vivek (2012) believes that customer participation in relationship marketing includes not only the relationship established between
buyers and sellers, but also all relationships; it can be potential customers, real customers, and any other potential customers. The
author focuses on the behavioral aspects of customer interaction on Instagram. According to Palmet and Ghasemi (2019), customer
loyalty behavior is manifested in the idea of liking brand content on Instagram, willingness to cooperate to provide products and
services for brand development, and increasing motivation. Positive interaction with the brand. With the advancement of
technology, consumers can increasingly use digital and social media platforms to express opinions and interact with businesses.
Many companies have changed the way of advertising in traditional media. The thesis starts with digital media. A platform for
direct interaction with customers (Paruti and Kaur, 2017). When analyzing Instagram engagement, images posted at different time
periods are treated the same.

However, as the account age and more followers increase, the average number of likes for newly posted photos increases (Wang,
Liu and Vosoughi 2020). If everything else remains the same, the same photo posted when the account is young is now less
attractive than when the account was old. So, on average, photos posted later in the account’s lifecycle will get more likes. Based
on this observation, we will look at all posted photos to determine the level of engagement after posting. Using this method, we
define high and low engagement based on the average engagement of photos posted on the same account (Wang, Liu, and Vosoughi
2020).

2.2 Hypothesis Development

2.2.1 Interactivity

Message interactivity is the degree to which users perceive interaction or communication as two-way, able to control their behavior
and react to it (Mollen and Wilson 2010). Interactivity is important for communication and maintaining relationships. Interaction
is mainly viewed from three perspectives: (1) focus on customer experience and self-expression; (2) consider how customers
communicate with each other, and (3) focus on the technical characteristics of vehicles and their ability to create interactive
experiences (Ariel and Avidar, 2015). According to Kim and Yang (2017), Instagram is a place where all businesses have the same
technological opportunities to interact. Therefore, the interactivity of information depends on the extent to which the brand takes
action to reach customers through two-way communication between customers and the company. For the following assumptions:

H1 : There is significant relationship between interactivity post and customer engagement on social media

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