Functional engagement is focused on the online users’ real-time
participation in the social media platform to modify the format and
content of such mediated environments, which was previously
defined as interactivity (Steuer, 1992). In recent years, researchers
have expanded the concept of interactivity to reflect more relational
types of interactivity than merely interface-based interactivity
(Kim, Spielmann, & McMillan, 2012). This approach to
interactivity is more centered around human-to-human interactivity
that aims to facilitate communication between the organization
and other members of the public that are affected by the organization’s
operation of its business