(Politeknik Negeri Bandung, Indonesia)
(2) Sarah Fauziah Saefudin
(Politeknik Negeri Bandung, Indonesia)(3) Serani Arta Mauli Silalahi
(Politeknik Negeri Bandung, Indonesia)(4) * Akhmad Bakhrun
(Politeknik Negeri Bandung, Indonesia)*Corresponding author
AbstractThis 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. Keywordsviral content, user engagement, interaction rate, data visualization, Power BI
|
DOIhttps://doi.org/10.33122/ejeset.v6i2.704 |
Article metricsAbstract views : 0 | PDF views : 0 |
Cite |
Full Text Download
|
References
Ali, M., & Edghiem, F. (2021). Sustainable Business and Collaboration Driven By Big Data Analytics Amidst The Emergence of The Remote Work Culture.
Antoniades, G., Briede, D., Kontina, M., Milēviča, I., & Stiģe-Škuškovnika, V. (2020). Influencers’ Engagement in A Brand Communication: Latvia and Cyprus Cases. ECONOMICS AND CULTURE.
Archer, C., Wolf, K., & Nalloor, J. (2020). Capitalising on chaos – exploring the impact and future of social media influencer engagement during the early stages of a global pandemic. Media International Australia, 178(1), 106-113. https://doi.org/10.1177/1329878X20958157 (Original work published 2021)
Arjona-Martín, J.-B., Méndiz-Noguero, A., & Victoria-Mas, J.-S. (2020). Virality as a paradigm of digital communication. Review of the concept and update of the theoretical framework. Profesional de la información, 29(6), e290607. https://doi.org/10.3145/epi.2020.nov.07
Arslandere, M. (2021). The Usage of Social Networks and Websites in International Luxury Brand Communication.
Berger, J. (2013). Contagious: Why things catch on. Simon & Schuster.
Berinato, S. (2019). Good Charts Workbook: Tips, Tools, and Exercises for Making Better Data Visualizations. Harvard Business Review Press.
Damayanti, S., Suryadi, K., & Prasetyo, A. (2021). Pengaruh social media marketing terhadap brand image My Pangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3), 852–862. [https://doi.org/10.26740/jim.v9n3.p852-862]
Dane A, Bhatia K. The social media diet: A scoping review to investigate the association between social media, body image and eating disorders amongst young people. PLOS Glob Public Health. 2023 Mar 22;3(3):e0001091. doi: 10.1371/journal.pgph.0001091. PMID: 36962983; PMCID: PMC10032524.
Delanoy, Nadia, & Kasztelnik, Karina. (2021). The Importance of Human Domain Knowledge and Business Data Analytics to Support Modern Financial Decisions.
Digital News Report. (2023). Reuters Institute for the Study of Journalism. Oxford University.
Emanuele Sangiorgio, Matteo Cinelli, Roy Cerqueti, Walter Quattrociocchi, Followers do not dictate the virality of news outlets on social media, PNAS Nexus, Volume 3, Issue 7, July 2024, pgae257, https://doi.org/10.1093/pnasnexus/pgae257
Fauzi, S.I., Syahriza, R., Suhairi. (2025). Village Program Strategy in Minimizing the Negative Impact of Online Gambling Influenced by Influencers on Mental Health and Finances in Simpang Empat Village. Electronic Journal of Education, Social Economics and Technology, 6(1), 28–34. https://doi.org/10.33122/ejeset.v6i1.343
Few, S. (2020). Now You See It: Simple Visualization Techniques for Quantitative Analysis. Analytics Press.
González-Pernía, J. L., Peña-Legazkue, I., & Vendrell-Herrero, F. (2020). Innovation, entrepreneurship and culture: A European perspective. Technological Forecasting and Social Change, 154, 119999. [https://doi.org/10.1016/j.techfore.2020.119999]
Han, S. (2021). A Comparative Study of Local Broadcasters' Twitter Utilization in Different Market Conditions. SSRN ELECTRONIC JOURNAL.
Hasibuan, W., Siregar, S., Lubis, F.A. (2025). The Influence of Convenience, Trust, Risk Literacy on Decisions to Use Shopee PayLater (Student Case Study). Electronic Journal of Education, Social Economics and Technology, 6(1), 35–44. https://doi.org/10.33122/ejeset.v6i1.344
Hojnik, J., Ruzzier, M., Fabri, S., & Klopčič, A. L. (2021). What You Give Is What You Get: Willingness to Pay for Green Energy. RENEWABLE ENERGY.
Hyunjin Kang, Chen Lou, AI agency vs. human agency: understanding human–AI interactions on TikTok and their implications for user engagement, Journal of Computer-Mediated Communication, Volume 27, Issue 5, September 2022, zmac014, https://doi.org/10.1093/jcmc/zmac014
Kamboj, S., & Joshi, R. (2021). Examining the role of customer engagement in influencing customer co-creation and customer loyalty in social media environment: A moderated mediation model. Journal of Product & Brand Management, 30(2), 247–259. [https://doi.org/10.1108/JPBM-06-2020-2971]
Knight First Amendment Institute at Columbia University. (2023). Understanding Social Media Recommendation Algorithms. Diambil dari https://knightcolumbia.org/content/understanding-social-media-recommendation-algorithms
Kumar, V., Dixit, A., Javalgi, R. G., & Dass, M. (2021). Digital transformation of business-to-business marketing: Framework and research agenda. Journal of Cleaner Production, 295, 126526. [https://doi.org/10.1016/j.jclepro.2021.126526]
Listman, K. (2021). The significance of a viral post on social media. Senior Honors Projects, Bridgewater College. https://digitalcommons.bridgewater.edu/honors_projects/62/
Man, C., Yajie, X., Jilong, W., Anni, Y., Xiangzhou, H., & Lu, H. (2021). A Brief Analysis of The Relationship Between The Development of Western Multinational Enterprises and The Discourse Management of Social Media.
Moy, P., & O’Hara, P. (2021). The Role of Social Media Content Format and Platform in Users’ Engagement Behavior. ResearchGate. Diambil dari https://www.researchgate.net/publication/344368990_The_Role_of_Social_Media_Content_Format_and_Platform_in_Users'_Engagement_Behavior
Muda, M., & Hamzah, M. I. (2021). Should I Suggest This YouTube Clip? The Impact of UGC Source Credibility on EWOM and Purchase Intention. JOURNAL OF RESEARCH IN INTERACTIVE MARKETING.
Ngai CSB, Singh RG, Yao L. Impact of COVID-19 Vaccine Misinformation on Social Media Virality: Content Analysis of Message Themes and Writing Strategies. J Med Internet Res. 2022 Jul 6;24(7):e37806. doi: 10.2196/37806. PMID: 35731969; PMCID: PMC9301555.
Ngo, V. M., Phan, Q. P. T., & Vu, H. M. (2021). Implementing Social Customer Relationship Management in Turbulent Environments: A Dynamic Capabilities Perspective.
Nikolopoulos, K., Tsinopoulos, C., & Vasilakis, C. (2021). Operational Research in The Time of COVID-19: The ‘science for Better’ or Worse in The Absence of Hard Data1. JOURNAL OF THE OPERATIONAL RESEARCH SOCIETY.
Nussbaumer Knaflic, C. (2022). Storytelling with Data: Let's Practice!. Wiley.
Park, Y.-E. (2021). Developing A COVID-19 Crisis Management Strategy Using News Media and Social Media in Big Data Analytics. SOCIAL SCIENCE COMPUTER REVIEW.
Pew Research Center. (2021, Mei 26). Gen Z, Millennials Stand Out for Climate Change Activism, Social Media Engagement With Issue. Retrivied from https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/
Radi, S. A., & Shokouhyar, S. (2021). Toward Consumer Perception of Cellphones Sustainability: A Social Media Analytics. SUSTAINABLE PRODUCTION AND CONSUMPTION.
Rakshit, S., Mondal, S., Islam, N., Jasimuddin, S. M., & Zhang, Z. (2021). Social Media and The New Product Development During COVID-19: An Integrated Model for SMEs. TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE.
Ramachandran, V. (2021, September 9). Cultural values influence what goes viral on social media. Stanford Report. https://news.stanford.edu/stories/2021/09/cultural-values-influence-goes-viral-social-media
Rasoolimanesh, S. M., Ringle, C. M., Jaafar, M., & Ramayah, T. (2021). Urban vs. rural destinations: Residents’ perceptions, community participation and support for tourism development. Asia Pacific Journal of Tourism Research, 26(8), 877–889. [https://doi.org/10.1080/02508281.2021.1913022]
Rutherford BN, Lim CCW, Cheng B, Sun T, Vu GT, Johnson B, Daniel Paul Ashley, Chung J, Huang S, Leung J, Stjepanović D, Connor JP, Chan GCK. Viral Vaping: A systematic review and meta analysis of e-cigarette and Tobacco-Related social media content and its influence on youth behaviours and attitudes. Addict Behav. 2023 Dec;147:107828. doi: 10.1016/j.addbeh.2023.107828. Epub 2023 Aug 6. PMID: 37591107.
Salam, M. T., Imtiaz, H., & Burhan, M. (2021). The Perceptions of SME Retailers Towards The Usage of Social Media Marketing Amid COVID-19 Crisis. JOURNAL OF ENTREPRENEURSHIP IN EMERGING ECONOMIES.
Sangiorgio, E., Di Marco, N., Etta, G. et al. Evaluating the effect of viral posts on social media engagement. Sci Rep 15, 639 (2025). https://doi.org/10.1038/s41598-024-84960-6
Sattarkhanova, A. (2021). THE FOUR CASE STUDIES ON THE EFFECTS OF CORPORATE SOCIAL RESPONSIBILITY ON WATER POLLUTION: DO CONFLICTS AFFECT A COMPANY’S CSR POLICY?
Shinyoung Park, Jaemin Jung, The interplay between social media virality metrics and message framing in influence perception of pro-environmental messages and behavioral intentions, Telematics and Informatics, Volume 78, 2023, 101947, ISSN 0736-5853, https://doi.org/10.1016/j.tele.2023.101947.
Siregar, H., & Siregar, E. (2021). The effect of brand image and brand trust on customer loyalty. International Journal of Contemporary Business Management, 1(2), 1–10. [https://doi.org/10.31098/ijcbm.v1i2.4179]
Soni, G., Mangla, S. K., Singh, P., Dey, B. L., & Dora, M. (2021). Technological Interventions in Social Business: Mapping Current Research and Establishing Future Research Agenda. TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE.
Statista. (2024). Leading Social Media Platforms by Engagement Among Gen Z and Millennials.
Sultan, M. T., Sharmin, F., Badulescu, A., Stiubea, E., & Xue, K. (2021). Travelers’ Responsible Environmental Behavior towards Sustainable Coastal Tourism: An Empirical Investigation on Social Media User-Generated Content. Sustainability, 13(1), 56. https://doi.org/10.3390/su13010056
United States Department of Health and Human Services. (2023, Mei 23). Social Media and Youth Mental Health: The U.S. Surgeon General’s Advisory. Diambil dari https://www.hhs.gov/sites/default/files/sg-youth-mental-health-social-media-advisory.pdf
Wang, Y., Zhang, M., Li, S., McLeay, F., & Gupta, S. (2021). Corporate Responses to The Coronavirus Crisis and Their Impact on Electronic‐Word‐of‐Mouth and Trust Recovery: Evidence from Social Media. BRITISH JOURNAL OF MANAGEMENT.
Wau, M.P., Endu, E., Lulu, M.J., Odje, M.S., Itu, M.A., Soro, V.M., Ngadha, C., Tonda, F. (2025). Application of Technology in the Social Studies Learning Process at the Elementary School Level: Opportunities and Challenges. Electronic Journal of Education, Social Economics and Technology, 6(1), 106–111. https://doi.org/10.33122/ejeset.v6i1.415
Weber, K. (2024, January 9). Countering Disinformation Effectively: An Evidence-Based Policy Guide. Carnegie Endowment for International Peace. Diambil dari https://carnegieendowment.org/research/2024/01/countering-disinformation-effectively-an-evidence-based-policy-guide?lang=en
Xu, W., Sasahara, K., Chu, J. et al. Social media warfare: investigating human-bot engagement in English, Japanese and German during the Russo-Ukrainian war on Twitter and Reddit. EPJ Data Sci. 14, 10 (2025). https://doi.org/10.1140/epjds/s13688-025-00528-y
Yu, J., Pauleen, D. J., Taskin, N., & Jafarzadeh, H. (2021). Building Social Media-based Knowledge Ecosystems for Enhancing Business Resilience Through Mass Collaboration. INTERNATIONAL JOURNAL OF ORGANIZATIONAL ANALYSIS.
Zhang, Y., & Wang, L. (2021). The impact of social media marketing on consumer engagement: A study of Chinese consumers. Journal of Contemporary Marketing Science, 4(1), 45–58. [https://doi.org/10.1108/JCMARS-12-2020-0050]
Zhukov, S., & Diugowanets, O. (2020). Multinational Corporations’ International Marketing in The Focus of Global Regionalization Process.
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Robi Rojaya Simbolon, Sarah Fauziah Saefudin, Serani Arta Mauli Silalahi, Akhmad Bakhrun
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Electronic Journal of Education, Social Economics and Technology (eJESET)
ISSN 2723-6250 (Online)
Published by the SAINTIS Publishing
Homepage: http://ejeset.saintispub.com
Editor E-mail : ; editor.ejeset@gmail.com
Editorial Office Address:
