The purpose of this study is to look into the elements that influence customers to interact with companies on social media and the effect this has on intentions to buy. As predictors to customer participation in social media, five aspects are investigated: rewards, entertainment, convenience, social influence, and information availability.A research model is developed and tested empirically using a sample size of 339 respondents who have experiences with the internet and social media.Partial least squares (PLS) structural equation modeling is used to investigate the effects of various elements on customer engagement and purchase intent. According to the findings of this study, information availability and rewardsare the most influential elements of customer engagement when compared to the others. Further interaction with customers correlates positively with intent to buy.