I “Like” It: The Effects of Social Media Platform and Message on Consumer Engagement Actions

The academic literature reports mixed evidence on how social media platform and message impact consumer engagement. We investigated the effects of three platforms (Facebook, Instagram, Twitter) themes (sales, informational, relationship building) six engagement actions (comment, like, search, share, talk about, purchase) in a lab experiment. College students responded to posts featuring their National Collegiate Athletic Association Division I women’s basketball team. Results for show that participants were more likely comment Facebook Twitter (vs. Instagram) purchase Instagram). theme comment, share informational building after sales posts. vary by gender search about (with others). These results can help sport marketers develop content drives specific actions.