Akses terbuka Jurnal
Building Authentic Engagement Through Strategic Social Media Communication
APTISI Transactions on Management (ATM) · Vol. 10 No. 3 (2026) · hlm. 387–399
- ISSN
- 2622-6804, 2622-6812
- Terbit
- 2026-09-30
- Penerbit
- Pandawan
- Bahasa
- en
Abstrak
Social media has become an important digital infrastructure for organizations to engage stakeholders, adapt communication practices, and create long-term relational value. However, the increasing emphasis on algorithmic optimization and engagement metrics may encourage superficial interactions and weaken authentic relationships with audiences. This study examines the theoretical foundations and strategic elements of authentic social media engagement and develops a conceptual framework for managing digital engagement as an organizational capability. A qualitative conceptual literature review was conducted by examining relevant peer-reviewed studies, industry reports, and documented cases identified through Google Scholar, Scopus, and ScienceDirect. The literature was analyzed through theoretical comparison and thematic synthesis based on Social Exchange Theory, Parasocial Interaction Theory, and Uses and Gratifications Theory. The analysis identifies four interconnected pillars of authentic engagement, namely consistency, relatability, reciprocity, and community-centered communication. These dimensions indicate that effective digital engagement extends beyond conventional metrics such as likes, views, shares, and follower growth toward interaction quality, repeat participation, trust, advocacy, retention, and community attachment. From a digital transformation perspective, authentic engagement can function as an organizational capability that integrates digital platforms, audience insights, content management, and responsive communication into stakeholder-oriented decision-making. The proposed framework provides managerial guidance for developing digital engagement strategies, allocating resources, adapting to changing platform environments, and balancing algorithmic optimization with responsible and sustainable communication. The study contributes a theoretically integrated perspective on authentic digital engagement and its role in strengthening organizational adaptability, stakeholder relationships, and sustainable digital value creation.
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