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All Journal Electronic Journal of Education, Social Economics and Technology
Robi Rojaya Simbolon
Politeknik Negeri Bandung
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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User Engagement Patterns in Viral Social Media Content: A Multinational Comparative Study Based on Interaction Ratios and Data Visualization Robi Rojaya Simbolon; Sarah Fauziah Saefudin; Serani Arta Mauli Silalahi; Akhmad Bakhrun
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.704

Abstract

This study explores user engagement patterns in viral social media content through a data visualization dashboard built with Power BI. The dataset comprises 5,000 viral posts across eight countries and four major platforms—Instagram, TikTok, X (Twitter), and YouTube—encompassing ten content hashtags. The analysis covers over 13 billion total views, with an average of 2.56 million views per post and an overall engagement rate of 22.27%. By visualizing metrics such as likes, comments, shares, and views, the dashboard enables multi-dimensional filtering and correlation analysis. The strongest finding is a perfect correlation (CC = 1.00) between views and all engagement types when filtered by content type, highlighting the pivotal role of format (e.g., YouTube Shorts, Photo posts) in driving interactions. High correlations were also found regionally, such as views and comments (CC = 0.92), and views and shares (CC = 0.91), suggesting significant influence of geographic and cultural factors.Further insights show that YouTube leads with 76.29% of total engagements in Brazil, while TikTok and Instagram dominate in the USA. Hashtags also contribute meaningfully, with view-comment correlation reaching 0.88. This dashboard proves valuable not only for tracking metrics but for generating actionable insights to inform content strategy, platform prioritization, and regional targeting. The findings affirm that virality is not incidental but influenced by measurable factors, making data-driven decisions essential for digital success.
Influence of Branded Entertainment and Non-Promotional Educational Content on TikTok toward Gen Z’s Perception and Purchase Intention Robi Rojaya Simbolon; Farrel Pasya Harramain; Adinda Dwi Handayani; Elena Elizabeth Simbolon; Sania Aryani
Electronic Journal of Education, Social Economics and Technology Vol 6, No 1 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i1.686

Abstract

This study aims to analyze the influence of branded entertainment series (BES) and non-promotional educational content (NPEC) on positive perceptions and purchase intentions among Generation Z, focusing on TikTok users in the Bandung Raya area. Using a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM), this research involved 113 respondents, consisting of Generation Z students actively using the TikTok application. The analysis revealed that BES has a significant positive impact on purchase intentions, although its effect on positive perceptions is relatively smaller. Conversely, NPEC demonstrated a stronger influence on positive perceptions and was also significant in affecting purchase intentions. These findings indicate that while BES effectively increases purchase intentions, NPEC plays a more significant role in shaping positive brand perceptions, ultimately influencing consumer purchase decisions. Positive perceptions were found to mediate the relationship between BES, NPEC, and purchase intentions, confirming the importance of building a good brand image as a preliminary step to influencing purchasing decisions. This study provides valuable insights for marketers in designing more effective marketing strategies, especially on social media platforms like TikTok, which are highly popular among Generation Z. By understanding the impact of BES and NPEC, brands can more accurately choose the content strategies to build stronger and more authentic relationships with young audiences.
Co-Authors Adinda Dwi Handayani Bakhrun, Akhmad Elena Elizabeth Simbolon Farrel Pasya Harramain Sania Aryani Sarah Fauziah Saefudin Serani Arta Mauli Silalahi