Testing Marketplace Brand Post Categorization Using Quantitative Content Analysis and Holsti Formula

Customer engagement is an important first step to building brand awareness in marketing through social media. Marketplace in Indonesia is facing intense competition in retaining its customers due to the high level of customer movement to other marketplaces and the disloyality of customers to a marketplace. Marketplace in Indonesia is already active in managing social media, but it is not yet known whether the content that has been shared has a relationship with the formation of customer engagement. This study aims to find out if the brand experience dimension can be used in measuring brand page categorization and consumer engagement in social media. This research was conducted using quantitative content analysis method. Data categorized by manual coding referred to brand experience and customer engagement categorization. The validity for categorization using intercoder agreement with Holtsi formulation. The results show that the brand experience dimension was greater than the minimum 0.7 or 70 % so the categorization was valid.