Engagement is a behavior concept that been used and discussed in many ways and manifestation to explain the relationship between business and its customer beyond purchasing behavior, especially in this era when people are using social media as their main media to connect with a business. But the environment in online social networking becomes more and more open causing all the users (customers) are more hesitant to disclose themselves in public (social media news feed) and migrate their behavior into more private (social media story) where only them and concerned parties can control and see the interaction. In this research, we call this private engagement phenomenon. A sequential mixed method study will be used to analyze private engagement in customer and business relationship, by creating model of this phenomenon by conducting qualitative study along with finding user motivation to do private engagement to business in social media, as well as confirming the foundation of qualitative result by conducting 2 quantitative studies to confirm the general engagement and private engagement model. The overall results shows support to the phenomenon where customers are preferred on engaging privately (via story) more than publicly (via news feeds) in social media, also proving several independent variables such as message persuasiveness, product relevance, the concern of condemnation and sensitive information that motivates customers intention to do private engagement.

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