Abstract
The aim of this study is to investigate how news magazine brands use social media communication. It will be further examined how social media activities affect user engagement. A closer look is taken at both extant literature as well as leading European and U.S. news magazine brands. We give a detailed investigation into which types of content and which communication styles actually drive user engagement on social media by analyzing the social media activities of Time magazine and Spiegel Online. The present study thus aims to provide important insights into key success factors for news magazines’ social media communication.
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