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@article{192175,
        author = {Mrs. Bharathi S and Dr. G Venkatesan},
        title = {The Effect of Social Media Engagement on Audience Retention in the Digital Media Ecosystem},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {326-334},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192175},
        abstract = {This study investigates how social media engagement influences audience retention within the digital media ecosystem. With a sample of 200 respondents (both male and female), primary and secondary data were collected through structured questionnaires to explore demographic, socioeconomic, and engagement patterns. Data were analyzed using descriptive statistics, hypothesis testing, factor analysis, regression, means, correlations and ANOVA. The findings reveal that higher engagement significantly predicts audience retention. Recommendations for media strategists are discussed.},
        keywords = {Social Media Engagement, Audience Retention, Digital Media Ecosystem.},
        month = {February},
        }