Critical Success Factors of Marketing Advertisement Sharing Platforms: Examining User Engagement Behavior and Loyalty

Li; Baharu Bin

doi:10.56982/dream.v4i11.320

Authors

Li Xinshun City University
Baharu Bin Kemat City University, Kuala Lumpur, Malaysia

DOI:

https://doi.org/10.56982/dream.v4i11.320

Keywords:

Critical Success Factors, Marketing Advertisement Platforms, User Engagement, User Loyalty, Digital Marketing

Abstract

With the rapid expansion of digital marketing, advertisement sharing platforms such as TikTok, YouTube, and Bilibili have emerged as vital spaces for user interaction, content promotion, and brand engagement. This paper explores the critical success factors (CSFs) influencing the effectiveness of such platforms, focusing on their role in shaping user engagement behavior and fostering user loyalty. Drawing upon existing literature in marketing, information systems, and consumer behavior, the study highlights key factors including content quality, interactivity, trust, platform usability, and social influence as drivers of engagement and loyalty. The paper contributes to both theory and practice by synthesizing prior findings into a framework that explains how CSFs enhance user behavior outcomes in digital environments. It concludes with a call for future empirical research to test and validate the proposed relationships in real-world contexts.

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