The Effect of Using Hashtags on Consumer Engagement with The Promotion of Property Products

To enhance the promotion of property products, the company is using social media as a platform for branding. Technology has shifted the promoting paradigm from offline to online by using social media platforms. Social media are used as tools to help advertise products by using its hashtags feature. It is not easy to successfully implement hashtags in the promotion of property products posts because hashtags have their own characteristics in each post. This article aimed to determine the effect of using hashtags on consumer engagement with the promotion of property products. It was a literature study reviewing other journals about using hashtags on consumer engagement with property product promotion topics. There were 424 papers retrieved by using the keywords "hashtag" and "social media," and "consumer engagement," and "promotion." Those papers were published in 2018 – 2023. Retrieved papers were filtered into 85 relevant titles; then, the papers were selected into 50 papers to review. These selected papers were reviewed to answer the research question in hashtag on consumer engagement with product promotion area. The research result finds six factors influencing consumer engagement on posts with hashtags and nine role of hashtags in marketing property products.