The Influence of Popularity, Actualization, and Social Influence Factors on The Creation of Social Media Content and Satisfaction Factors

The trends of using social media nowadays have become inevitable. People use social media for various purposes. Some use social media for entertainment, while others for educational or other purposes. Every day, the number of social media users kept on inclining. Social media has opened new job opportunities for the world. People who love creating and publishing content may be interested in working as content creators. The salaries of content creators themselves vary. It depends on the quality of the content they post, their engagement rate, popularity, and many other factors. Numerous factors affect people’s decision-making on creating and publishing content on social media. This research focuses on four factors: popularity, self-actualization, social influence, and satisfaction, which have not been explored in previous studies. The analysis uses quantitative methods using the Structural Equation Model and Partial Lease Square (SEM-PLS) techniques. Found five significant and two non-significant relationships in this study, and some research findings are not the same as previous studies, making this research novelty. This research is very useful for the industry as social media users and scientific development on social media.