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5.1.3 The relationship between informative value content post and customer engagement on social media

In this analysis, CT refers to content that should be specially formatted to meet the unique needs of customers during every stage
of their journey either using pictures or video. Results in this study suggest that CT is not significant to motivate customers to
engage on Instagram. For this reason, the action of the user is confusing through content with sales pitches, this means the company
needs to use content to educate them before the company ever have the opportunity to connect because, by the time they’re ready
to buy, they already know more or less what they’re looking for.

5.2 Limitation of The Study

This study aims to identify the factors that influence customer engagement and pharmaceutical products among Instagram users.
Due to the lack of dissemination posts, only on some social media can I convey to find Instagram users to be respondents. The
results of this study can illustrate the involvement of customers in the behavior of Instagram users in Malaysia because users do
not look solely at the material posted by the pharmaceutical product page. Respondents were also mostly composed of university
students, which may raise statistically accurate concerns. Logically every category of education and occupation was also
represented but I did not manage to record any respondents. For this purpose, the general inability to yield is limited.

The quantitative approach used in this study worries every researcher whether our target really takes seriously the study conducted
causing the data to be unfair and this affects the findings of the study. Although there are certain limitations faced by the researchers
in this study, there is not much impact on the results of this study. Instead, these constraints serve as a platform for prospective
researchers to improve their results. The application of qualitative methods to further strengthen the results of this study should be
considered for future studies.

5.3 Recommendations for Future Research

Future studies may require more respondents by using factors other than those used in this study because the results of the study
show that the selected factors do not cause users to be attracted to the content and also the model used in this analysis can be used
to some extent with the purpose of continuous use. and compare the more effective findings. In addition, only 133 sets of
questionnaires were obtained due to the short time I was able to give to the respondents. In order to obtain more reliable and
applicable data for researchers, it is recommended to increase the sample size that is the number of respondents for future studies.
As a result, this will enhance the reputation of the research in a better direction.

6.0 REFERENCES

Aydin, G. (2020). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social
media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), 1-21.

Banerjee, A., & Chaudhury, S. (2010). Statistics without tears: Populations and samples. Industrial psychiatry journal, 19(1), 60.

Barnhart, B. 31 May 2019. How the Facebook algorithm works and ways to outsmart it. Sprout Blog. URL:
https://sproutsocial.com/insights/facebook-algorithm/ Accessed: 22 October 2019.

Bruhn, M., Schoenmueller, V. and Schäfer, D. B. (2012) "Are social media replacing traditional media in terms of brand equity
creation?", Management Research Review, Vol. 35 No. 9, pp. 770-790.

Bun, S., & Alversia, Y. (2020, December). Incentives and Food Blogger Influence on Customer Engagement through Instagram.
In The International Conference on Business and Management Research (ICBMR 2020) (pp. 21-28). Atlantis Press.

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