Abstract
As social media increases its presence in consumers’ lives, it becomes crucial for companies and organizations to understand how they can adapt their marketing efforts to that reality. The main goal of this study is to provide new insights on this phenomenon, by exploring and understanding key drivers of customer engagement generated through social media. To answer the research objective, a literature review was conducted, focusing on customer engagement, its metrics, and influencing factors. Adopting a netnographic methodological approach, posts from the 11 most recognized brands, in terms of marketing efforts, were collected. A total of 458 Facebook and Instagram posts were analyzed in terms of post type, time frame, interactivity, and post appeal. Six multiple linear regression models were conducted to better understand the impact of these variables on customer engagement. Our findings reveal that the use of emotional appeals in branded posts results in a superior number of likes, reactions, comments, and shares on social media, in comparison with functional appeals. The results also showed that the use of images in branded posts seems to promote more reactions and comments on Facebook, while the video format stimulates shares. Finally, no evidences were found that the day of the week in which posts are published, and the use of interactive elements on them influence customer engagement on social media.KeywordsCustomer engagementSocial mediaContent marketing
Published Version
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