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2021 - Volume 4 - Number 1

Social Media Marketing for User Engagement: Evidence from Bosnia and Herzegovina

Ensar Mekić * ensar.mekic@ibu.edu.ba * ORCID: 0000-0003-2931-1382
International Burch University, Faculty of Economics and Social Sciences, Sarajevo, BOSNIA AND HERZEGOVINA

Minela Zerdo-Puljić * minela.zerdo@hotmail.com * ORCID: 0000-0001-8568-6934
International Burch University, Faculty of Economics and Social Sciences, Sarajevo, BOSNIA AND HERZEGOVINA

Open Journal for Information Technology, 2021, 4(1), 13-24 * https://doi.org/10.32591/coas.ojit.0401.02013m
Received: 11 June 2021 ▪ Accepted: 18 July 2021 ▪ Published Online: 12 August 2021

LICENCE: Creative Commons Attribution 4.0 International License.

ARTICLE (Full Text - PDF)

ABSTRACT:
Internet enabled the emergence of social media platforms, opened new markets and changed the way businesses and organizations operate, communicate with their target audience, promote their activities and achievements. Non-profit organizations worldwide use social media platforms and strive to increase user engagement and the number of reactions to achieve their goals. Although in Bosnia and Herzegovina, non-profit organizations use social media platforms, there is no empirical evidence of their success in increasing user engagement and the number of reactions. This study investigates which social media factors have an influence on user engagement, particularly on the number of reactions on Facebook posts. The real data from the period of 15 months were collected from a Facebook business profile of a non-profit organization from Bosnia and Herzegovina. SPSS and Excel were used to analyze the data. According to the research results, the period of publishing and the number of photos have an effect on the number of reactions on Facebook posts, while the amount of text and the day of publishing do not have an effect on the number of reactions.

KEY WORDS: social media, social media marketing, user engagement, the number of reactions on Facebook posts, Facebook.

CORRESPONDING AUTHOR:
Ensar Mekić, International Burch University, Francuske Revolucije bb, 71210 Ilidža, Sarajevo, BOSNIA AND HERZEGOVINA. E-mail: ensar.mekic@ibu.edu.ba.

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