Towards an Understanding of the Intention to Engage on Facebook Diep Ngoc Nguyen Master Program of Digital Business and Innovation Tokyo International University Nora Sharkasi Associate Professor of Digital Marketing and Analytics Institute for International Strategy, Tokyo International University nsharkas@tiu.ac.jp Abstract. Facebook is attracting marketers’ attention as a productive tool for generat ing successful marketing campaigns. Understanding the aspects influencing customers’ inten- tion to purchase was thoroughly examined in the literature. Nevertheless, the relationship between the intention to purchase and the intention to engage is still largely understudied. The objective of this study is to explore possible relationships between the components of the latent dependent variable, individual intention to engage on Facebook (FB), and the components of the latent independent variables; crowd’s engagement, cognitive and affec- tive trust components, and order-related risk factors, by using a five-point anchored scale of the intention to purchase for measurement. The results showed that the crowd’s engagement behavior is positively associated to the intenti on to follow a brand’s FB page, while finan- cial risk found to be negatively associated to the intention to share or like a brand’s FB con- tent. Results also suggested it could be a good practice to avoid symbols and emoji’s in the advert’s primary text, and that trusted FB friends' engagement behavior is positively related to the intention to comment, making it a suitable candidate for harboring e-WoM. This study helps practitioners identify important factors for the success of digital marketing campaigns. Keywords. Facebook consumer engagement, crowd engagement behavior, affective trust, cognition trust, order-related risk factors 1 Introduction Most of the youth nowadays spend long hours on social media platforms engaging with various consumption activities. In Asia/Oceania region, it is estimated that users stay on social media for an average of 2 hours and 30 minutes a day (Metev, 2020). Businesses had quickly integrated social media into their digital marketing strategy considering an additional effective touchpoint to reach out to prospects at the grassroots level for its power to enable a business to directly engage with cus- tomers and prospects (Shailashree, 2019). Marketers are striving to come up with various effective ways to engage the consumer with their brands on social media