The Association of Revenue Performance of Securities Companies and Social Media Customer Engagement: An Exploratory Study

Abstract

The research investigates the role of customer engagement in the firm’s social media toward the revenue performance of securities companies in Indonesia. This study aims to explore to which extent online consumer engagement in the securities firm’s social media tools can contribute to the revenue performance of the firms from the emerging country perspective. In addition, Indonesia has chosen as it is one of the emerging countries with rapid development and economic growth. Besides having immense investment potential, Indonesia also has been selected due to the large number of social media users. The study will utilize a quantitative research design to collect data from companies’ social media accounts and financial statements. The customer engagement data will be gathered from five social media tools, which are Facebook, Instagram, Twitter, LinkedIn, and TikTok, while the revenue performance data will be collected from the 2023 income statement. The analysis includes participatory methods by interacting and observing interactions with the companies and analyzing social media digital marketing strategies. Moreover, the study will concentrate on the selected securities firms with the highest total revenue. The findings are expected to provide new insights into this topic which are from the financial industry in an emerging country. Furthermore, the research also will benefit social media managers to determine which social media platforms are more beneficial for the company.