Abstract: In digital marketing, the use of social media has become a norm for retailers to engage consumers actively. However, there is growing evidence that some consumers have chosen not to engage with social media marketing content; and that the depth of consumer engagement varies on different social media. However, there is a lack of empirical research on the effect of such contextual factors. Moreover, extant literature has rarely focused on the variation of social media engagement behaviours, namely, consumption, contribution, and creation. Hence, we seek to understand the various levels of engagement behaviours from social media contextual factors, measured by media richness and content trustworthiness. We analyse 721 survey responses using PLS-SEM. Results reveal significant effects of media context on engagement behaviours. This research contributes to the growing body of literature on social media engagement, in particular, understanding the effects of social media contextual factors on various engagement behaviours.
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