Research on the Causes of Declining User Engagement on Social Media Platform and Management Countermeasures

Abstract

In the era of digital economy, the emergence of digital technologies such as Internet, big data and cloud computing affects the global information ecology and lifestyle. Social media platform has become an indispensable digital infrastructure for billions of users around the world, and its core value lies in promoting unprecedented connectivity, user-generated content sharing, community building and cross-cultural real-time interaction. However, the evolution of digital technology, the change of market demand and the emergence of emerging competitors are significantly affecting user engagement in social media platforms and challenging the vitality and long-term sustainability of social media business models. Facing the key problem of declining user engagement, this study aims to deeply analyze the root causes, and put forward corresponding management suggestions, so as to provide effective strategies for the platform to meet the challenges and revitalize user engagement.