The effects of message sequencing (rational to emotional or emotional to rational message sequences) should also be investigated (Lim et al., 2018).

Looking again at the Sprout Social study, apparently brands are only responding to 11 percent of messages on social media and are sharing a whopping 23 promotional messages for every response to their social audience. and Michahelles, F. (2013), “Online engagement Factors on Facebook brand pages”, Social Network Analysis and Mining, Vol. Stafford, M.R. Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E.

), Psychological Processes and Advertising Effects, Lawrence Erlbaum, Hillsdale, NJ, pp. 50 No. The overarching code for remunerative content contains five indicator codes and was derived from conceptualizations of remunerative content or similar (Ashley and Tuten, 2015; Lee et al., 2013). Consequently, organizations are challenged to adjust their relationship marketing strategies to incorporate the role of social media and focus on building customer engagement. Prior to investigation of the hypotheses, data pertaining to the 2,236 Facebook posts were explored using descriptive statistics. Harrigan, P., Soutar, G., Choudhury, M.M.

Message appeal design has been considered largely in traditional media contexts, with numerous studies suggesting that advertising and creative message appeals can be organized as either rational (also referred to as informational or utilitarian) or emotional (also referred to as affective or transformational) (Wu and Wang, 2011). Researchers have suggested that within social media, a brand’s overt goal is to attract an audience by providing value, or gratification, through its content (Malthouse et al., 2013).

Brodie, R.J., Hollebeek, L., Jurić, B. and Ilić, A. For example, think about people you’ve met in real life.

Further theoretical and empirical examination in this area will increase understanding of the dynamic nature of the levels of engagement behavior in the SMEB construct. However, this form of content will not influence passive SMEB.

Petty, R.E. 49 No.

Leonidou, L.C.

Instagram’s measurement defines engagements as likes, comments, and saves on a post. 2175-2181. Having a lot of followers is not a bad thing, but it increases the number that you divide by when calculating engagement rate, which can reduce the overall rate.

83-91. Entertaining content positively influences passive SMEB in the form of consuming.

Instagram is known for having higher rates of engagement across the board compared to platforms like Facebook and Twitter.


76, pp. Rational appeals refer to product specifications, features, performance, and other tangible cues (Swani et al., 2014).

Such research may require a mixed-methods approach to comprehensively identify and explicate individual motivations for online engagement. How Much Time Do People Spend on Social Media? 327-338. 29 No. Second, the type of business [business to business (B2B) vs business to consumer (B2C)] has been found to influence engagement with functional and emotional messages, (Swani et al., 2017), with consumers more likely to elaborate on B2B (vs B2C) messages that contain functional appeals because of their rational (vs emotional) set of considerations (Gilliland and Johnston, 1997; Brown et al., 2012; Swani et al., 2014). Therefore, these variables were also measured and accounted for in the analysis. In addition to the four independent variables of primary interest in the study, a number of other extraneous variables have also been shown to potentially influence engagement behavior.

Leigon, B. 21 No. The fundamental markers of engagement are likes and comments, but different social media platforms include different metrics. Rational appeals differ from emotional appeals, which contain less and more subjective information (Leonidou and Leonidou, 2009) and are aimed at building affective impressions of product aspects that are open to individual consumer interpretation (Belch and Belch, 2004).

Specifically, engagement can be influenced by brand (Voorveld et al., 2018), time of day (Cvijikj and Michahelles, 2013; Golder et al., 2007), day of the week (Cvijikj and Michahelles, 2013; De Vries et al., 2012), and month of the year for the post (Golder et al., 2007), as well as the number of words contained in any given post (De Vries et al., 2012). 4, pp. 46 No. SOCIAL MEDIA ENGAGEMENT BEHAVIOUR: A USES AND GRATIFICATIONS PERSPECTIVE A thesis submitted in fulfilment of the requirement for the degree of Golden, L.L. Cheng, B.K.L. This theoretical development requires an investigation of consumers’ behavioral response to organizational communication such as brand posts on Facebook. Gummerus, J., Liljander, V., Weman, E. and Pihlström, M. (2012), “Customer engagement in a Facebook brand community”, Management Research Review, Vol. 3, pp. Normal businesses don’t always see the same results, however, likely due to the high volume of general followers they accumulate.

= 3.44). 410-418. There are various factors that influence engagement, so boosting it can be complex. The number of words contained in a post was operationalized as a continuous measure (x¯ = 29.2, s.d. = 0.87). 63-74. 1, pp. Staying on top of “mentions” on social media, tapping into relevant conversations, and filtering out irrelevant social chatter is the basis of most social media engagement strategies. and Johnston, W.J. 9, pp. 253-266. Rather, it utilizes dual processing theory consistent with previous literature, where the theory has underpinned research examining why consumer actions differ when exposed to different information (Kahneman, 2011; Swani et al., 2017), including in economic literature, where it is used to explain how information processing affects decision making and economic behavior (Alós-Ferrer and Strack, 2014). And here is how a dictionary defines engagement: I posed this question on Google+ yesterday and only got 1 response from Mary Klaebel.

It is building a relationship with all your customers over a long period of time. On this premise, it could be hypothesized that rational content is even more effective in high involvement settings, because of the theorization that the activation of System 2 processing, results in a deeper form of engagement, appropriate for highly involved users motivated to take advantage of a platform that allows them to voice their opinion (Swani et al., 2017). Whether you’re growing your own personal account or working on behalf of a company, read on to find out the 10 best tactics (with tools and examples!)

in 2020, a strong social media presence can drastically impact business and bring new customer leads.

At Buffer, we have a tone guide (which you read about here along with some other guides that we think are quite inspirational). active or passive) of receivers’ SMEB.

and Spyropoulou, S. (2016b), “The connection and disconnection between e-commerce businesses and their customers: exploring the role of engagement, perceived usefulness, and perceived ease-of-use”, Electronic Commerce Research and Applications, Vol. 4, pp. With regard to emotional content in the form of entertaining and relational social media posts, the results provide evidence that both entertaining and relational content positively influence passive SMEB in the form of consuming. 26 No. Here’s just one example of nice tweet someone shared about Buffer. Niagara University .

Mentions of holidays and events and images within content that include people are also coded within this category. 357-365. Image coding.

and Belch, M.A. While the literature identifies individual-related factors as antecedents to customer engagement, few studies have examined the influence of marketing strategy on customer engagement. = 42.41), the number of likes (contributing) ranged between 0 and 186 (x¯ = 18.9, s.d. Remunerative content positively influences passive SMEB (consuming).

Bruwer, J. and Li, E. (2007), “Wine-related lifestyle (WRL) market segmentation: demographic and behavioural factors”, Journal of Wine Research, Vol.

It extends the utility of dual processing theory to demonstrate how rational and emotional message appeals result in online engagement.

No interaction effects were hypothesized and initial analyses revealed that no interaction effects, first-order or higher, were significant (all p > 0.05).

and Milne, G.R.

10, pp.

(2017), “A framework for categorizing social media posts”, Cogent Business and Management, Vol. Interactions may occur on a company site, social networks and other third party websites.

63 Nos 9/10, pp. 105-114. Media users do not actively engage in sharing and commenting despite their passive consumption of the content.

We build upon Prahalad and Ramaswamy’s (2004) work by applying a socio-technical systems perspective to first address why the user experience influences engagement and subsequently usage. The challenges and opportunities of Social Media, What is user engagement? In this post, we’ll share exactly how to repost on Instagram. User-generated content increases purchase intentions by engaging customers in thinking about a personal goal, demonstrating that engagement does not arise merely from customer participation (Malthouse et al., 2016).