Abstract
The spread of social media platforms enhanced academic and professional debate on social media engagement that attempted to better understand its theoretical foundations and measurements. This paper aims to systematically contribute to this academic debate by analysing, discussing, and synthesising social media engagement literature in the perspective of social media metrics. Adopting a systematic literature review, the research provides an overarching picture of what has already been investigated and the existing gaps that need further research. The paper confirms the polysemic and multidimensional nature of social media engagement. It identifies the behavioural dimension as the most used proxy for users' level of engagement suggesting the COBRA model as a conceptual tool to classify and interpret the construct. Four categories of metrics emerged: quantitative metrics, normalised indexes, set of indexes, qualitative metrics. It also offers insights and guidance to practitioners on modelling and managing social media engagement.
Highlights
Over the last decade, customer engagement has received increasing attention in academic and professional debate (Hollebeek, 2019; Kumar et al, 2019; Marketing Science Institute, 2020; Peltier et al, 2020; Rather et al, 2019; Rossmann et al, 2016)
This paper aims to systematically contribute to the academic debate by analysing, discussing, and synthesising social media engagement literature from the social media metrics perspective
Drawing from previous literature, Mariani et al (2018) develop three social media metrics, namely generic engagement, brand engagement, and user engagement. Authors calculated these metrics by assessing different weights to different interaction actions, to emphasise the degree of users’ involvement implied by the underlying activities of respectively liking, sharing, or commenting. Despite their great diffusion among academics and practitioners, some scholars (7% of the studies) argue that quantitative metrics are not enough to appreciate the real value of customer engagement on social media, and a qualitative approach is more suitable
Summary
Customer engagement has received increasing attention in academic and professional debate (Hollebeek, 2019; Kumar et al, 2019; Marketing Science Institute, 2020; Peltier et al, 2020; Rather et al, 2019; Rossmann et al, 2016). It can be considered a “consumer’s positively brand-related cognitive, emotional and. Acknowledging the potential of ICTs, scholars and practitioners are experimenting with new ways to capitalise on customer engagement and adapt to the new challenges of digital platforms (Barger et al, 2016; Peltier et al, 2020). Social media platforms reshaped the dyadic interaction between customers and organisations, creating spaces for digital sharing and engagement. Engaging with customers in real-time and managing many incoming customers’ big data interested academic investigation and opened opportunities for marketers to enhance social media marketing success (Liu et al, 2019)
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