Social media marketing communication: effect of interactivity and vividness on user engagement

The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing

Social media has become an important tool in establishing relationships between companies and customers. However, creating effective content for social media marketing campaigns is a challenge, as companies have difficulty understanding what drives user engagement. One approach to addressing this challenge is to use analytics on user-generated social media content to understand the relationship...

Patient engagement or social media marketing?

Social Media Engagement Theory: Exploring the Influence of User Engagement on Social Media Usage

Business models that rely on social media and user-generated content have shifted from the more traditional business model, where value for the organization is derived from the one-way delivery of products and/or services, to the provision of intangible value based on user engagement. This research builds a model that hypothesizes that the user experiences from social interactions among users, ...

The Effect of Social Media Marketing Content on Consumer Engagement: Evidence from Facebook∗

We investigate the effect of social media content on customer engagement using a large-scale field study on Facebook. We content-code more than 100,000 unique messages across 800 companies engaging with users on Facebook using a combination of Amazon Mechanical Turk and state-of-the-art Natural Language Processing algorithms. We use this large-scale database of content attributes to test the ef...

Marketing communication metrics for social media

The objective of this paper is to develop a conceptual framework for measuring the effectiveness of social media marketing communications. With recent advances in information and communications technology, especially in social collaboration technologies, both academics and practitioners rethink whether the existing marketing communications performance metrics are still valid in the changing com...