Conference Paper

Social Media Marketing and Brand Engagement (A Study of TEMU Shopping App)

Abstract The study investigated social media marketing and brand engagement (A study of TEMU Shopping App). The dimensions of social media marketing vis a vis (content strategy, engagement and community building, and analysis and performance tracking). Data were collected through a survey research design using a structured questionnaire from 385 respondents. The study adopted multiple linear regressions with the use of SPSS version 26 software to analyze the descriptive and inferential statistics of the data. The findings revealed that content strategy, engagement and community building, and analysis and performance tracking have significant effect on brand engagement with p-value > 0.000 respectively. The study concluded that content strategy, engagement and community building, and analysis and performance tracking are all major predictors of brand engagement. The study therefore, recommended that TEMU should invest in high-quality, interactive content such as live videos, polls, and personalized recommendations to boost user participation and engagement, as regular analyses of user behavior and engagement metrics will help optimize content strategies and personalize marketing efforts for better user experience and retention. Keywords: Social media marketing, brand engagement, content strategy, engagement and community building, analysis and performance, online.