THE INFLUENCE OF PR CAMPAIGNS ON CUSTOMER ENGAGEMENT ON SOCIAL MEDIA PLATFORMS
Kata Kunci:
Public Relations, Media, Engagement, Digital-Based, Customer EngagementAbstrak
Analysis of the Influence of Public Relations Campaigns on Customer Engagement on Social Media Platforms is essential to understand the effectiveness of digital-based marketing communication strategies, but such analysis often receives less attention from practitioners and academics. While conventional marketing communication methods have long been researched, new approaches in social media have not been studied in depth. In this study, we investigated the relationship between PR activities on social media and consumer engagement rates, as well as analyzed the factors that influence the success of PR campaigns on digital platforms. The results show that measurable and integrated PR efforts significantly increase customer engagement on social media, and that the effectiveness of campaigns is determined by relevant content, appropriate use of influencers, and consistent engagement strategies, that well-designed, measurable, and comprehensively integrated PR efforts are proven to significantly increase customer engagement on social media. This study further shows the great potential role of PR in digital marketing communication strategies in the current era of connectivity.
Referensi
Baabdullah, A. M., Rana, N. P., Alalwan, A. A., Algharabat, R., Kizgin, H., & Al-Weshah, G. A. (2019). Toward a conceptual model for examining the role of social media on social customer relationship management (SCRM) system. IFIP Advances in Information and Communication Technology, 533, 102–109. https://doi.org/10.1007/978-3-030-04315-5_8
Badham, M., & Mykkänen, M. (2022). A Relational Approach to How Media Engage With Their Audiences in Social Media. Media and Communication, 10(1), 54–65. https://doi.org/10.17645/mac.v10i1.4409
Bisset, C. N., Carter, B., Law, J., Hewitt, J., Parmar, K., Moug, S. J., Ross, B., Oleksiewicz, J., Fearnhead, N., Jump, C., Boyle, J., Shaw, A., Barker, J., Hughes, J., Randall, J., Tonga, I., Kynaston, J., Boal, M., Eardley, N., … Chandler, S. (2020). The influence of social media on recruitment to surgical trials. BMC Medical Research Methodology, 20(1). https://doi.org/10.1186/s12874-020-01072-1
Borges, J. C., de Oliveira Filho, G. G., de Lira, C. A. B., da Silva, R. A. D., Alves, E. da S., Benvenutti, M. J., & Rosa, J. P. P. (2021). Motivation Levels and Goals for the Practice of Physical Exercise in Five Different Modalities: A Correspondence Analysis. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.793238
Brown-Devlin, N. (2023). Examining the role of social media, employee voice, and the National Football League’s organizational response to NFL athlete racial justice protests. In Public Relations Inquiry (Vol. 12, Issue 1, pp. 71–91). SAGE Publications Inc. https://doi.org/10.1177/2046147X221081174
Dehghani, A., Ghomian, Z., Rakhshanderou, S., Khankeh, H., & Kavousi, A. (2022). National Documents Analysis of Risk Communication in Iran: Based on Disaster Risk Management Cycle. Shiraz E Medical Journal, 23(12). https://doi.org/10.5812/semj-131237
Dev, R., Raparelli, V., Bacon, S. L., Lavoie, K. L., Pilote, L., & Norris, C. M. (2022). Impact of biological sex and gender-related factors on public engagement in protective health behaviours during the COVID-19 pandemic: cross-sectional analyses from a global survey. BMJ Open, 12(6). https://doi.org/10.1136/bmjopen-2021-059673
Giménez-Espert, M. del C., Prado-Gascó, V., & Soto-Rubio, A. (2020). Psychosocial Risks, Work Engagement, and Job Satisfaction of Nurses During COVID-19 Pandemic. Frontiers in Public Health, 8. https://doi.org/10.3389/fpubh.2020.566896
Gray, J., Bounegru, L., & Venturini, T. (2020). ‘Fake news’ as infrastructural uncanny. New Media and Society, 22(2), 317–341. https://doi.org/10.1177/1461444819856912
Huang, Q., Lynn, B. J., Dong, C., Ni, S., & Men, L. R. (2023). Relationship Cultivation via Social Media During the COVID-19 Pandemic: Evidence From China and the U.S. International Journal of Business Communication, 60(2), 512–542. https://doi.org/10.1177/23294884211067805
Hwang, H., An, S., Lee, E., Han, S., & Lee, C. H. (2021). Cross‐societal analysis of climate change awareness and its relation to sdg 13: A knowledge synthesis from text mining. Sustainability (Switzerland), 13(10). https://doi.org/10.3390/su13105596
Kujur, F., & Singh, S. (2020). Visual communication and Consumer-Brand relationship on Social Networking Sites - Uses & Gratifications Theory Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 15(1), 30–47. https://doi.org/10.4067/S0718-18762020000100104
Kupper, F., Moreno-Castro, C., & Fornetti, A. (2021). Rethinking science communication in a changing landscape. Journal of Science Communication, 20(3), 1–7. https://doi.org/10.22323/2.20030501
Macdonald, J. A., Francis, L. M., Skouteris, H., Youssef, G. J., Graeme, L. G., Williams, J., Fletcher, R. J., Knight, T., Milgrom, J., Di Manno, L., Olsson, C. A., & Greenwood, C. J. (2021). Cohort profile: The Men and Parenting Pathways (MAPP) Study: A longitudinal Australian cohort study of men’s mental health and well-being at the normative age for first-time fatherhood. BMJ Open, 11(7). https://doi.org/10.1136/bmjopen-2020-047909
Madrid-Morales, D. (2021). Who set the narrative? Assessing the influence of Chinese global media on news coverage of COVID-19 in 30 African countries. Global Media and China, 6(2), 129–151. https://doi.org/10.1177/20594364211013714
Maggio, L. A., Krakow, M., & Moorhead, L. L. (2020). There were some clues’: A qualitative study of heuristics used by parents of adolescents to make credibility judgements of online health news articles citing research. BMJ Open, 10(8). https://doi.org/10.1136/bmjopen-2020-039692
Mallon, A., Hasson, F., Casson, K., Slater, P., & McIlfatrick, S. (2021). Young adults understanding and readiness to engage with palliative care: extending the reach of palliative care through a public health approach: a qualitative study. BMC Palliative Care, 20(1). https://doi.org/10.1186/s12904-021-00808-0
Mathias, K., Nayak, P., Singh, P., Pillai, P., & Goicolea, I. (2022). Is the Parwarish parenting intervention feasible and relevant for young people and parents in diverse settings in India? A mixed methods process evaluation. BMJ Open, 12(2). https://doi.org/10.1136/bmjopen-2021-054553
Mulyono, H., & Rolando, B. (2025). REINFORCING LOYALTY IN THE RETAIL LANDSCAPE: A SYSTEMATIC REVIEW OF CUSTOMER ENGAGEMENT STRATEGIES. International Journal of Economics And Business Studies, 2(2), 1–14.
Nagami, F., Kuriki, M., Koreeda, S., Kageyama, M., Shimizu, O., Toda, S., Hozawa, A., Kuriyama, S., Osumi, N., & Yamamoto, M. (2020). Public relations and communication strategies in construction of large-scale cohorts and BioBank: Practice in the Tohoku medical megabank project. Tohoku Journal of Experimental Medicine, 250(4), 253–262. https://doi.org/10.1620/tjem.250.253
Olinski, M., & Szamrowski, P. (2021). Facebook as an engagement tool: How are public benefit organizations building relationships with their public? PLoS ONE, 16(9 September). https://doi.org/10.1371/journal.pone.0256880
Padial-Ruz, R., González-Campos, G., Zurita-Ortega, F., & Puga-González, M. E. (2020). Associations between feelings of loneliness and attitudes towards physical education in contemporary adolescents according to sex, and physical activity engagement. International Journal of Environmental Research and Public Health, 17(15), 1–14. https://doi.org/10.3390/ijerph17155525
Paliwoda-Matiolanska, A., Smolak-Lozano, E., & Nakayama, A. (2020). Corporate image or social engagement: Twitter discourse on corporate social responsibility (CSR) in public relations strategies in the energy sector. Profesional de La Informacion, 29(3), 1–16. https://doi.org/10.3145/epi.2020.may.33
Papadogiannakis, E., Papadopoulos, P., Markatos, E. P., & Kourtellis, N. (2023). Who Funds Misinformation? A Systematic Analysis of the Ad-related Profit Routines of Fake News Sites. ACM Web Conference 2023 - Proceedings of the World Wide Web Conference, WWW 2023, 2765–2776. https://doi.org/10.1145/3543507.3583443
Quella, L., Chase, L., Conner, D., Reynolds, T., Wang, W., & Singh-Knights, D. (2021). Visitors and values: A qualitative analysis of agritourism operator motivations across the U.S. Journal of Agriculture, Food Systems, and Community Development, 10(3), 287–301. https://doi.org/10.5304/jafscd.2021.103.010
Rolando, B. (2023). THE ROLE OF E-COMMERCE IN DRIVING THE DIGITAL ECONOMY: AN ANALYSIS OF MARKETING STRATEGIES AND THEIR INFLUENCE. JISS (Journal of Interconnected Social Science), 2(1), 11–24.
Rolando, B. (2024a). PRICING STRATEGIES AND THEIR EFFECTS ON ONLINE PURCHASING BEHAVIOR: A SYSTEMATIC LITERATURE REVIEW. International Journal of Economics And Business Studies, 1(2), 24–36.
Rolando, B. (2024b). THE ALLURE OF VIRAL MAS BATIK ON TIKTOK: HOW A LIVE HOST’S CHARM ACCELERATES SALES GROWTH. JISS (Journal of Interconnected Social Science), 3(1), 39–59.
Rolando, B. (2024c). THE ROLE OF SOCIAL MEDIA TRENDS IN SHAPING CONSUMER BEHAVIOR AND INCREASING ONLINE SHOP SALES: A LITERATURE REVIEW. International Journal of Economics And Business Studies, 1(2), 1–13.
Rolando, B. (2025a). CONTENT MARKETING STRATEGY OF SHOPEE ON SOCIAL MEDIA: AN ANALYSIS OF BRAND AWARENESS ENHANCEMENT. International Journal of Economics And Business Studies, 2(2), 54–66.
Rolando, B. (2025b). HOW TIKTOK SHAPES AND INFLUENCES MODERN CONSUMER SHOPPING PATTERNS. ABDIMAS (Aksi Bakti Dan Dedikasi Ilmiah Untuk Masyarakat), 1(1), 29–43.
Rolando, B. (2025c). RETAIL SUPPLY CHAIN MANAGEMENT: A SYSTEMATIC LITERATURE REVIEW ON RISK, SUSTAINABILITY, AND DIGITAL INTEGRATION. LOGIS (Logistics, Operations and Global Integration Studies), 1(1), 1–13.
Rolando, B. (2025d). THE EFFECT OF SERVICE QUALITY AND PRICE ON CUSTOMER LOYALTY IN ONLINE CULINARY BUSINESSES. International Journal of Economics And Business Studies, 2(1), 14–32.
Rolando, B. (2025e). THE RISE OF THE INFLUENCER ECONOMY: CONTENT CREATORS OVERTAKING TRADITIONAL MEDIA IN SHAPING PUBLIC OPINION. JISS (Journal of Interconnected Social Science), 4(1), 30–42.
Rolando, B. (2025f). THE ROLE OF BRAND AMBASSADORS IN SHAPING BRAND AWARENESS ON DIGITAL PLATFORMS. International Journal of Economics And Business Studies, 2(2), 28–42.
Rolando, B. (2025g). ZOOM OR ROOM? A SYSTEMATIC REVIEW ON THE EFFECTIVENESS OF ONLINE VERSUS OFFLINE LEARNING. EXGEN: Edukasi Untuk Ekselansi Generasi Mendatang, 1(1), 1–18.
Rolando, B., & Chondro, J. (2025). THE INFLUENCE OF CUSTOMER REVIEWS ON TRUST AND ONLINE PURCHASE DECISIONS: A SYSTEMATIC LITERATURE REVIEW. International Journal of Economics And Business Studies, 2(1), 33–59.
Setiawan, B. L. T., & Rolando, B. (2025). MANAGING RETAIL SUPPLY CHAINS: A LITERATURE-BASED REVIEW ON RISK FACTORS, SUSTAINABLE PRACTICES, AND DIGITAL TRANSFORMATION. LOGIS (Logistics, Operations and Global Integration Studies), 1(1), 49–59.
Shkeer, A. S., Sharabati, A. A. A., Samarah, T., Alqurneh, M. I. M., & Ali, A. A. A. (2024). The influence of social media content marketing on consumer engagement: A mediating of the role of consumer cognition. International Journal of Data and Network Science, 8(4), 2423–2434. https://doi.org/10.5267/j.ijdns.2024.5.015
Silvallana, D. F. V., & Flor, B. P. G. (2022). Exploring a state college’s dialogic strategies and public engagement on Facebook. Plaridel, 19(2), 55–75. https://doi.org/10.52518/2022-05slvnflr
Staccini, P., & Lau, A. Y. S. (2020). Social Media, Research, and Ethics: Does Participant Willingness Matter? Yearbook of Medical Informatics, 29(1), 176–183. https://doi.org/10.1055/s-0040-1702022
Stubelj, M., Širok, K., Laporšek, S., & Perčič, S. (2023). Factors Influencing the Degree of Employee Involvement in Preventive Nutrition and Physical Activity Web-Based Programs in Medium and Small Enterprises. Nutrients, 15(24). https://doi.org/10.3390/nu15245129
Ton, H. N. N., Nguyen, P. V., Vuong, L. T., & Tran, H. Q. (2021). Employee engagement and best practices of internal public relations to harvest job performance in organizations. Problems and Perspectives in Management, 19(3), 408–420. https://doi.org/10.21511/ppm.19(3).2021.33
Torrance, J., John, B., Greville, J., O’Hanrahan, M., Davies, N., & Roderique-Davies, G. (2021). Emergent gambling advertising; a rapid review of marketing content, delivery and structural features. BMC Public Health, 21(1). https://doi.org/10.1186/s12889-021-10805-w
Wigayha, C. K., & Rolando, B. (2024). THE ECONOMIC AND CULTURAL IMPACT OF SPORTS IN MODERN SOCIETY: A SYSTEMATIC LITERATURE REVIEW. International Journal of Economics And Business Studies, 1(2), 14–23.
Wigayha, C. K., & Rolando, B. (2025). DIGITAL CREATORS AS MODERN MARKETERS: EXPLORING THE PROSPECTS AND HURDLES IN THE ONLINE ECONOMY. ABDIMAS (Aksi Bakti Dan Dedikasi Ilmiah Untuk Masyarakat), 1(1), 15–28.
Williams, K. D. A., Dougherty, S. A., Lattie, E. G., Guidry, J. P. D., & Carlyle, K. E. (2022). Examining Hashtag Use of #blackboyjoy and #theblackmancan and Related Content on Instagram: Descriptive Content Analysis. JMIR Formative Research, 6(8). https://doi.org/10.2196/34044
Winata, V., & Rolando, B. (2025). HOW SERVICE EXPERIENCE SHAPES CUSTOMER LOYALTY IN MODERN RETAIL: AN ANALYSIS OF THE LITERATURE. LOGIS (Logistics, Operations and Global Integration Studies), 1(1), 24–36.
Zahran, A. M., & Rolando, B. (2025). UNDERSTANDING THE INFLUENCE OF ONLINE REVIEWS ON BRAND REPUTATION IN THE DIGITAL AGE. International Journal of Economics And Business Studies, 2(1), 72–94.
Zhao, J., Freeman, B., Guo, R., & Li, M. (2023). Formula milk brands marketing on Chinese social media Weibo – a content analysis. Digital Health, 9. https://doi.org/10.1177/20552076231155683
