Social Themed Post LinkedIn Can Affect Engagement Rate as Social Media Professional Platform For Business to Business (B2B)

Abstract

This research investigates the influence of social theme-oriented content on the LinkedIn platform on business-to-business (B2B) enterprise in Indonesia. The unit of analysis in this study is a B2B corporation located in Indonesia. The research methodology employed is a quantitative approach, specifically utilizing secondary data analysis. The findings of the study indicate that posts centered around social themes had a statistically significant and favorable effect on the number of followers a company gained on LinkedIn. However, it is noteworthy that these posts did not exhibit a statistically significant impact on levels of engagement and impressions. The limited influence of social theme-based postings on user engagement and impressions could potentially be attributed to users' inclination towards more professional material and the presence of competing content in the same thematic category. Additional factors, such as the timing of posts, the underlying objectives, and the maintenance of brand coherence, also exert a significant influence. Hence, it can be argued that LinkedIn postings centered around social themes primarily contribute to the growth number of followers, rather than enhancing engagement and impressions. This study offers valuable insights into the utilization of the LinkedIn platform by B2B enterprises for the purpose of cultivating a number of followings. It highlights the significance of developing a content strategy that aligns with the preferences of the target audience and the unique qualities of the platform.

Received: 24 June 2023 / Accepted: 5 October 2023 / Published: 5 November 2023