Cognitive Roots of Customer Engagement: Sentiment-Driven Decision Dynamics in Social Media Marketing of Indonesian SMEs
DOI:
https://doi.org/10.14421/jbmib.2026.0501-04Keywords:
Sentiment Analysis, Customer Engagement, Social Media Marketing, Economics, Indonesia SMEsAbstract
Purpose—This study addresses the growing disconnect between high social media engagement and actionable decision-making outcomes among Indonesian SMEs. While firms generate large volumes of interaction data, they often lack the analytical frameworks to interpret customer behavior.
Design/methodology/approach—To address this issue, the study proposes a cognitive-behavioral model integrating natural language processing (NLP)-based sentiment analysis with engagement metrics.
Findings—Using a dataset of 195,513 social media interactions, regression results indicate that sentiment significantly influences engagement (β = 0.43, p < 0.01), while engagement strongly predicts decision outcomes (β = 0.51, p < 0.01). Mediation analysis confirms that engagement partially transmits the effect of sentiment (indirect effect = 0.22).
Research implication/limitation—The findings demonstrate that sentiment-driven engagement serves as a critical mechanism linking digital interactions to behavioral outcomes, offering a data-driven foundation for adaptive marketing strategies in SMEs.
Originality/value—The novelty lies in conceptualizing engagement as an observable decision-making process rooted in cognitive sentiment dynamics.
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