Analysis of Technical Presentation and Type of Content Affecting Consumer Engagement of GOMO by AIS Facebook Fanpage
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Abstract
The objective of this research was to study the technique of presentation and the type of content used in communication that affects consumer engagement on the Facebook Fanpage GOMO by AIS. This study and comparing 3 months, focusing only on the 4th week of the month including October 2020, January 2021, and February 2021 because during the period there were posts covering all issues to be measured. The results of the research showed presentation techniques such as photos, video, and infographics. The most engagement on Facebook fan page GOMO by AIS is the infographic presentation technique because it can summarize information that is difficult to understand for easier reading. For the types of content used in communications that affect engagement and analyze content categories (Type A) and (Type B). Content (Type A) affected the highest engagement in brand & promotion while travel content resulted in the highest engagement in content (Type B). This means that in addition to consumers interested in travel content, content types that are involved in marketing promotions such as brand & promotion that are discounted, redeemed, and given away, help attract attention and lead to engagement between consumers with the next brand.
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