Impact of Platform-Specific Features on Consumer Engagement in Influencer Marketing: An Empirical Study of Interactive Digital Behaviors

Computer Science

The evolution of social media platforms has introduced a wide range of interactive features that significantly influence consumer engagement in influencer marketing. This study examines the impact of platform-specific features such as likes, comments, stories, reels, and interactive tools on user engagement and product interest. Using a sample of 384 respondents, the study employs descriptive statistics and correlation analysis to understand engagement patterns and relationships among variables. The findings reveal that short-form content features, particularly reels and interactive elements, are the most preferred by users, highlighting a shift toward dynamic and visually engaging formats. Interactive activities such as polls and live discussions are found to enhance participation and strengthen user involvement. The study also indicates that authentic content formats, including behind-the-scenes videos, significantly influence consumer interest in products. Correlation analysis demonstrates strong positive relationships among platform features, with interactivity showing the highest influence on product consideration. The results confirm that platform-specific features play a significant role in shaping consumer engagement, leading to the rejection of the null hypothesis. Overall, the study emphasizes the importance of integrating interactive, authentic, and engaging features in influencer marketing strategies to enhance user experience and drive effective consumer responses.

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