This research aims to identify the components that influence customer engagement and explore how businesses can enhance it by analyzing customer opinions on social networks. The study was conducted in two phases. In the first phase, we identified the factors that influence customer engagement and developed an ontological model to understand the dimensions, components, and sub-components that affect it. We used an online questionnaire to eva‎luate the engagement components from both the customer-centric and business-centric perspectives, providing a standardized measurement indicator. The results of the statistical analysis of the questionnaire demonstrate that the proposed ontological layers are homogeneous with 95% confidence. Notably, the layer focusing on "advertisements based on functional value" has the most significant impact on increasing customer engagement. In the second phase of the research, we employed a combination of Persian natural language processing methods and a weighted-to-word approach to analyze unstructured data consisting of customer opinions on two well-known Iranian brands in the e-learning content production field: "Faradars" and "Maktab Khooneh." We collected this data from Instagram and Twitter social networks. Based on the proposed component-axis ontology model and the prepared data from the initial phase, we identified the top components that influence the improvement of customer engagement using machine learning models in three different scenarios. These scenarios were designed to identify the components and sub-components that significantly impact achieving high levels of likes, feedback, post-retweets, and overall satisfaction for customers and users. In each scenario, we first identified the top component with the highest accuracy in the supervised machine learning models, followed by the identification of the top sub-components within the selected component. The results from the second phase are fully explained using the selected decision tree model. The research findings highlight that the most crucial factor in improving customer participation is concentrating on the quality of the content uploaded on social networks, its level of up-to-datedness, and the element of fun. We suggest business owners consider these factors to enhance customer engagement.

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عليرضا بصيري , محسن شهرياري