242
Views
0
CrossRef citations to date
0
Altmetric
Research Article

Consumer engagement on social media: an analysis of brand post characteristic combinations

, ORCID Icon, ORCID Icon &
Received 15 Jul 2022, Accepted 20 Nov 2023, Published online: 09 Apr 2024

References

  • Adjei, M. T., Nowlin, E. L., & Ang, T. (2016). The collateral damage of C2C communications on social networking sites: The moderating role of firm responsiveness and perceived fairness. Journal of Marketing Theory & Practice, 24(2), 166–185. https://doi.org/10.1080/10696679.2016.1131057
  • Alfakhri, D., Harness, D., Nicholson, J., & Harness, T. (2018). The role of aesthetics and design in hotel-scape: A phenomenological investigation of cosmopolitan consumers. Journal of Business Research, 85(1), 523–531. https://doi.org/10.1016/j.jbusres.2017.10.031
  • Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: A literature review and implications: Implications of social media marketing. Psychology and Marketing, 33(12), 1029–1038. https://doi.org/10.1002/mar.20936
  • Amin, A., Anwar, S., Adnan, A., Nawaz, M., Alawfi, K., Hussain, A., & Huang, K. (2017). Customer churn prediction in the telecommunication sector using a rough set approach. Neurocomputing, 237, 242–254. https://doi.org/10.1016/j.neucom.2016.12.009
  • Antoniadis, I., Paltsoglou, S., & Patoulidis, V. (2019). Post popularity and reactions in retail brand pages on Facebook. International Journal of Retail & Distribution Management, 47(9), 957–973. https://doi.org/10.1108/IJRDM-09-2018-0195
  • Asghar, M. Z., Khan, A., Khan, F., & Kundi, F. M. (2018). RIFT: A rule induction framework for twitter sentiment analysis. Arabian Journal for Science and Engineering, 43(2), 857–877. https://doi.org/10.1007/s13369-017-2770-1
  • Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761
  • Aydin, G. (2020). Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry. Journal of Hospitality Marketing & Management, 29(1), 1–21. https://doi.org/10.1080/19368623.2019.1588824
  • Azar, S. L., Machado, J. C., Vacas De Carvalho, L., & Mendes, A. (2016). Motivations to interact with brands on Facebook-towards a typology of consumer-brand interactions. Journal of Brand Management, 23(2), 153–178. https://doi.org/10.1057/bm.2016.3
  • Bai, L., Yan, X., & Yu, G. (2020). Impact of consumer engagement on firm performance. Marketing Intelligence & Planning, 38(7), 847–861. https://doi.org/10.1108/MIP-08-2019-0413
  • Baltas, G. (2003). Determinants of internet advertising effectiveness: An empirical study. International Journal of Market Research, 45(4), 1–9. https://doi.org/10.1177/147078530304500403
  • Banerjee, S., & Banerjee, S. C. (2015). Brand communities: An emerging marketing tool. IUP Journal of Brand Management, 12(1), 22–34.
  • Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: A review and research agenda. Social Science Electronic Publishing, 10(4), 268–287. https://doi.org/10.1108/JRIM-06-2016-0065
  • Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112, 223–235. https://doi.org/10.1016/j.jbusres.2020.02.032
  • Bekiros, S., Loukeris, N., Matsatsinis, N., & Bezzina, F. (2019). Customer satisfaction prediction in the shipping industry with hybrid meta-heuristic approaches. Computational Economics, 54(2), 647–667. https://doi.org/10.1007/s10614-018-9842-5
  • Beukeboom, C. J., Kerkhof, P., & de Vries, M. (2015). Does a virtual like cause actual liking? How following a brand’s Facebook updates enhances brand evaluations and purchase intention. Journal of Interactive Marketing, 32, 26–36. https://doi.org/10.1016/j.intmar.2015.09.003
  • Bozkurt, S., Gligor, D. M., & Babin, B. J. (2020). The role of perceived firm social media interactivity in facilitating customer engagement behaviors. European Journal of Marketing, 55(4), 995–1022. https://doi.org/10.1108/EJM-07-2019-0613
  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
  • Cambra-Fierro, J., Gao, L. X., Melero-Polo, I., & Sese, F. J. (2019). What drives consumers’ active participation in the online channel? Customer equity, experience quality, and relationship proneness. Electronic Commerce Research and Applications, 35, 100855. https://doi.org/10.1016/j.elerap.2019.100855
  • Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer engagement behaviors in social media: Capturing innovation opportunities. Journal of Services Marketing, 32(1), 83–94. https://doi.org/10.1108/JSM-02-2017-0059
  • Chen, L.-F., & Tsai, C.-T. (2016). Data mining framework based on rough set theory to improve location selection decisions: A case study of a restaurant chain. Tourism Management, 53, 197–206. https://doi.org/10.1016/j.tourman.2015.10.001
  • Cheung, C. M. K., Chiu, P.-Y., & Lee, M. K. O. (2011). Online social networks: Why do students use Facebook? Computers in Human Behavior, 27(4), 1337–1343. https://doi.org/10.1016/j.chb.2010.07.028
  • Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer-brand engagement and brand knowledge. Asia Pacific Journal of Marketing & Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
  • Cho, M., & Lee, S. (2011). Social media use in a mobile broadband environment: Examination of determinants of Twitter and Facebook use. International Journal of Mobile Marketing, 6(2), 71–87.
  • Chua, A. Y. K., & Banerjee, S. (2015). How businesses draw attention on Facebook through incentives, vividness and interactivity. IAENG International Journal of Computer Science, 42(3), 275–281.
  • Colliander, J., Dahlén, M., & Modig, E. (2015). Twitter for two: Investigating the effects of dialogue with customers in social media. International Journal of Advertising, 34(2), 181–194. https://doi.org/10.1080/02650487.2014.996197
  • Coulter, K. S., Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770–790. https://doi.org/10.1108/01409171211255948
  • Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65–77. https://doi.org/10.1080/00913367.2001.10673646
  • Cvijikj, I. P., & Michahelles, F. (2011). A case study of the effects of moderator posts within a Facebook brand page. Social Informatics, 10(6–8), 161–170.
  • Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis & Mining, 3(4), 843–861. https://doi.org/10.1007/s13278-013-0098-8
  • Demmers, J., Weltevreden, J. W. J., & Dolen, W. M. V. (2020). Consumer engagement with brand posts on social media in consecutive stages of the customer journey. International Journal of Electronic Commerce, 24(1), 53–77. https://doi.org/10.1080/10864415.2019.1683701
  • Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: Duality, dimensionality and measurement. Journal of Marketing Management, 32(5–6), 399–426. https://doi.org/10.1080/0267257X.2015.1130738
  • De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
  • Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241–263. https://doi.org/10.1016/j.ijresmar.2003.12.004
  • Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behavior: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3–4), 261–277. https://doi.org/10.1080/0965254X.2015.1095222
  • Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213–2243. https://doi.org/10.1108/EJM-03-2017-0182
  • Dong, J. Q., & Wu, W. (2015). Business value of social media technologies: Evidence from online user innovation communities. The Journal of Strategic Information Systems, 24(2), 113–127. https://doi.org/10.1016/j.jsis.2015.04.003
  • Eisingerich, A. B., Auh, S., & Merlo, O. (2014). Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance. Journal of Service Research, 17(1), 40–53. https://doi.org/10.1177/1094670513490836
  • Fang, J., Chen, L., Wang, X., & George, B. (2018). Not all posts are treated equal: An empirical investigation of post replying behavior in an online travel community. Information & Management, 55(7), 890–900. https://doi.org/10.1016/j.im.2018.04.003
  • Fang, J., Li, J., & Prybutok, V. R. (2018). Posting-related attributes driving differential engagement behaviors in online travel communities. Telematics and Informatics, 35(5), 1263–1276. https://doi.org/10.1016/j.tele.2018.02.008
  • Fiore, A. M., Jin, H. J., & Kim, J. (2005). For fun and profit: Hedonic value from image interactivity and responses toward an online store. Psychology & Marketing, 22(8), 669–694. https://doi.org/10.1002/mar.20079
  • Gavilanes, J. M., Flatten, T. C., & Brettel, M. (2018). Content strategies for digital consumer engagement in social networks: Why advertising is an antecedent of engagement. Journal of Advertising, 47(1), 1–20. https://doi.org/10.1080/00913367.2017.1405751
  • Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242–256. https://doi.org/10.1016/j.intmar.2013.09.004
  • Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user and marketer-generated content. Information Systems Research, 24(1), 88–107. https://doi.org/10.1287/isre.1120.0469
  • Golder, S. A., Wilkinson, D. M., & Huberman, B. A. (2007). Rhythms of social interaction: Messaging within a massive online network. Communities and Technologies 2007: Proceedings of the Third Communities and Technologies Conference, Michigan State University 2007 (pp. 41–66). Springer London.
  • Gupta, M., Kumar, P., & Bhasker, B. (2016). Clustering of users on microblogging social media: A rough set based approach [Paper presentation]. The 2016 International Conference on Data Science and Engineering (ICDSE), Cochin, India (pp. 1–6).
  • Habibi, M. R., Laroche, M., & Richard, M. O. (2014). Brand communities based in social media: How unique are they? evidence from two exemplary brand communities. International Journal of Information Management, 34(2), 123–132. https://doi.org/10.1016/j.ijinfomgt.2013.11.010
  • Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002
  • Hollebeek, L. D., & Macky, K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45(2019), 27–41. https://doi.org/10.1016/j.intmar.2018.07.003
  • Hong, C., Chen, Z. F., & Li, C. (2017). Liking” and being “liked”: How are personality traits and demographics associated with giving and receiving “likes” on Facebook? Computers in Human Behavior, 68, 292–299. https://doi.org/10.1016/j.chb.2016.11.048
  • Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45–59. https://doi.org/10.1080/20932685.2015.1110041
  • Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2018). Consumer engagement in online brand communities: A solicitation of congruity theory. Internet Research, 28(1), 23–45. https://doi.org/10.1108/IntR-09-2016-0279
  • Jaakonmäki, R., Müller, O., & Vom Brocke, J. (2017). The impact of content, context, and creator on user engagement in social media marketing. Proceedings of the 50th Hawaii international conference on system sciences, Big Island, Hawaii (pp. 1152–1160).
  • Jeon, H., & Ahn, H. J. (2015). Identification of the factors that affect the user reaction to posts on Facebook brand pages. 2015 International conference on computer and computational sciences (ICCCS), Las Vegas, NV (pp. 203–206).
  • Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145–155. https://doi.org/10.1016/j.ijhm.2013.08.015
  • Kannan, P. K., Reinartz, W., & Verhoef, P. C. (2016). The path to purchase and attribution modeling: Introduction to special section. International Journal of Research in Marketing, 33(3), 449–456. https://doi.org/10.1016/j.ijresmar.2016.07.001
  • Kaptein, M., Parvinen, P., & Pöyry, E. (2016). The danger of engagement: Behavioral observations of online community activity and service spending in the online gaming context. International Journal of Electronic Commerce, 20(1), 50–75. https://doi.org/10.1080/10864415.2016.1061414
  • Kaur, P., Dhir, A., & Rajala, R. (2016). Assessing flow experience in social networking site based brand communities. Computers in Human Behavior, 64, 217–225. https://doi.org/10.1016/j.chb.2016.06.045
  • Khan, I., Han, D., & Wahab, A. (2016). Does culture matter in effectiveness of social media marketing strategy? an investigation of brand fan pages. ASLIB Proceedings, 68(6), 694–715. https://doi.org/10.1108/AJIM-03-2016-0035
  • Khobzi, H., Lau, R., & Cheung, T. (2019). The outcome of online social interactions on Facebook pages a study of user engagement behavior. Internet Research, 29(1), 2–23. https://doi.org/10.1108/IntR-04-2017-0161
  • Kim, C., & Yang, S. U. (2017). Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Review, 43(2), 441–449. https://doi.org/10.1016/j.pubrev.2017.02.006
  • Klassen, K. M., Borleis, E. S., Brennan, L., Reid, M., & Lim, M. S. C. (2018). What people “like”: Analysis of social media strategies used by food industry brands, lifestyle brands, and health promotion organizations on Facebook and Instagram. Journal of Medical Internet Research, 20(6), e10227. https://doi.org/10.2196/10227
  • Krishnamurthy, A., & Kumar, S. R. (2018). Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens. Journal of Retailing and Consumer Services, 43(7), 149–156. https://doi.org/10.1016/j.jretconser.2018.03.010
  • Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review, 22(1), 16–24. https://doi.org/10.1016/j.apmrv.2016.10.006
  • Kujur, F., & Singh, S. (2020). Visual communication and consumer-brand relationship on social networking sites uses & gratifications theory perspective. Journal of Theoretical & Applied Electronic Commerce Research, 15(1), 30–47. https://doi.org/10.4067/S0718-18762020000100104
  • Kulkarni, A. V., Joseph, S., Raman, R., Bharathi, S. V., Goswami, A., & Kelkar, B. (2013). Blog content and user engagement an insight using statistical analysis. International Journal of Engineering & Technology, 5(3), 2719–2733.
  • Ladhari, R., Rioux, M. C., Souiden, N., & Chiadmi, N.-E. (2019). Consumers’ motives for visiting a food retailer’s Facebook page. Journal of Retailing and Consumer Services, 50, 379–385. https://doi.org/10.1016/j.jretconser.2018.07.013
  • Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media-based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016
  • Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.1177/002224296102500611
  • Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 1–27. https://doi.org/10.1287/mnsc.2017.2902
  • Lei, S. S. I., Pratt, S., & Wang, D. (2016). Factors influencing customer engagement with branded content in the social network sites of integrated resorts. Asia Pacific Journal of Tourism Research, 22(3), 316–328. https://doi.org/10.1080/10941665.2016.1250792
  • Liangjun, Z., Tan, Y., Gang, X., & Shengbing, X. (2015). MATLAB data analysis and mining practice. Mechanical Industry Press.
  • Liao, S.-H., & Chang, H.-K. (2016). A rough set-based association rule approach for a recommendation system for online consumers. Information Processing & Management, 52(6), 1142–1160. https://doi.org/10.1016/j.ipm.2016.05.003
  • Liao, S.-H., & Chen, Y.-J. (2017). A rough set-based association rule approach implemented on a brand trust evaluation model. Journal of Experimental & Theoretical Artificial Intelligence, 29(5), 911–927. https://doi.org/10.1080/0952813X.2016.1264089
  • Lin, I. Y. (2016). Effects of visual servicescape aesthetics comprehension and appreciation on consumer experience. Journal of Services Marketing, 30(7), 692–712. https://doi.org/10.1108/JSM-08-2015-0258
  • Lin, K.-Y., & Lu, H.-P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152–1161. https://doi.org/10.1016/j.chb.2010.12.009
  • Lin, H. C., Swarna, H., & Bruning, P. F. (2017). Taking a global view on brand post popularity: Six social media brand post practices for global markets. Business Horizons, 60(5), 621–633. https://doi.org/10.1016/j.bushor.2017.05.006
  • Lohtia, R., Donthu, N., & Hershberger, E. (2003). The impact of content and design elements on banner advertising click-through rates. Journal of Advertising Research, 43(4), 410–418. https://doi.org/10.2501/JAR-43-4-410-418
  • Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505–519. https://doi.org/10.1108/OIR-01-2015-0029
  • Machado, J. C., Vacas De Carvalho, L., Azar, S. L., André, A. R., & dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376–385. https://doi.org/10.1016/j.jbusres.2018.07.016
  • McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54. https://doi.org/10.1509/jmkg.66.1.38.18451
  • Menon, R. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., Sørensen, H., Marteinsdóttir, H. G., & Foxall, G. R. (2019). How to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factors. Journal of Air Transport Management, 79, 101678. https://doi.org/10.1016/j.jairtraman.2019.05.002
  • Moran, G., Muzellec, L., & Johnson, D. (2019). Message content features and social media engagement: Evidence from the media industry. Journal of Product & Brand Management, 29(5), 533–545. https://doi.org/10.1108/JPBM-09-2018-2014
  • Morra, M. C., Ceruti, F., Chierici, R., & DiGregorio, A. (2018). Social vs traditional media communication: Brand origin associations strike a chord. Journal of Research in Interactive Marketing, 12(1), 2–21. https://doi.org/10.1108/JRIM-12-2016-0116
  • Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? a study of customer reviews on amazon.com. MIS Quarterly, 34(1), 185–200. https://doi.org/10.2307/20721420
  • Muñoz, C. L., & Lego, T. T. (2017). The image is the message: Instagram marketing and the 2016 presidential primary season. Journal of Political Marketing, 16(3–4), 290–318. https://doi.org/10.1080/15377857.2017.1334254
  • Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing cobras: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
  • Parihar, P., Dawra, J., & Sahay, V. (2019). The role of customer engagement in the involvement-loyalty link. Marketing Intelligence & Planning, 37(1), 66–79. https://doi.org/10.1108/MIP-11-2017-0318
  • Park, N., Kee, K. F., & Valenzuela, S. (2009). Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes. Cyberpsychology & Behavior, 12(6), 729–733. https://doi.org/10.1089/cpb.2009.0003
  • Paruthi, M., & Kaur, H. (2017). Scale development and validation for measuring online engagement. Journal of Internet Commerce, 16(2), 127–147. https://doi.org/10.1080/15332861.2017.1299497
  • Pawlak, Z., & Skowron, A. (2007). Rudiments of rough sets. Information Sciences, 177(1), 3–27. https://doi.org/10.1016/j.ins.2006.06.003
  • Pöyry, E., Parvinen, P., & Malmivaara, T. (2013). Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage. Electronic Commerce Research and Applications, 12(1–6), 224–235. https://doi.org/10.1016/j.elerap.2013.01.003
  • Rietveld, R., Van Dolen, W., Mazloom, M., & Worring, M. (2020). What you feel, is what you like influence of message appeals on customer engagement on Instagram. Journal of Interactive Marketing, 49(1), 20–53. https://doi.org/10.1016/j.intmar.2019.06.003
  • Rishika, R., Kumar, A., Janakiraman, R., & Bezawada, R. (2013). The effect of customers’ social media participation on customer visit frequency and profitability: An empirical investigation. Information Systems Research, 24(1), 108–127. https://doi.org/10.1287/isre.1120.0460
  • Rutz, O. J., & Bucklin, R. E. (2011). From generic to branded: A model of spillover in paid search advertising. Journal of Marketing Research, 48(1), 87–102. https://doi.org/10.1509/jmkr.48.1.87
  • Sabate, F., Mirabent, J. B., Carmona, A. C., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
  • Sajjadian, F., Sheikh, R., Souri, M. E., & Sana, S. S. (2018). Application of rough set and netnography in tourism marketing analysis. Journal of Modelling in Management, 13(4), 1025–1036. https://doi.org/10.1108/JM2-02-2018-0029
  • Schultz, C. D. (2017). Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages? Electronic Commerce Research and Applications, 26, 23–34. https://doi.org/10.1016/j.elerap.2017.09.005
  • Schweidel, D. A., & Moe, W. W. (2014). Listening in on social media: A joint model of sentiment and venue format choice. Journal of Marketing Research, 51(4), 387–402. https://doi.org/10.1509/jmr.12.0424
  • Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2020). The role of social media content format and platform in users’ engagement behavior. Journal of Interactive Marketing, 53(4), 47–65. https://doi.org/10.1016/j.intmar.2020.05.001
  • Sheth, S., & Kim, J. (2018). Social media marketing: The effect of information sharing, entertainment, emotional connection and peer pressure on the attitude and purchase intentions. GSTF Journal on Business Review (GBR), 5(1), 62–70.
  • Shi, S., Chen, Y., & Chow, W. S. (2016). Key values driving continued interaction on brand pages in social media: An examination across genders. Computers in Human Behavior, 62, 578–589. https://doi.org/10.1016/j.chb.2016.04.017
  • Sigurdsson, V., Larsen, N. M., Sigfusdottir, A. D., Fagerstrøm, A., Alemu, M. H., Folwarczny, M., & Foxall, G. (2020). The relationship between the firm’s social media strategy and the consumers’ engagement behavior in aviation. Managerial and Decision Economics, 41(2), 234–249. https://doi.org/10.1002/mde.3052
  • Song, T., Huang, J., Tan, Y., & Yu, Y. (2019). Using user-and marketer-generated content for box office revenue prediction: Differences between microblogging and third-party platforms. Information Systems Research, 30(1), 191–203. https://doi.org/10.1287/isre.2018.0797
  • Statista. (2019). Daily time spent on social networking by internet users worldwide from 2012 to 2018 (in minutes). https://www.statista.com/statistics/433871/daily-social-mediausage-worldwide/
  • Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73–93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
  • Susan, F. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
  • Swani, K., & Labrecque, L. I. (2020). Like, comment, or share? Self-presentation vs. brand relationships as drivers of social media engagement choices. Marketing Letters, 31(2–3), 279–298. https://doi.org/10.1007/s11002-020-09518-8
  • Taecharungroj, V. (2016). Starbucks’ marketing communications strategy on Twitter. Journal of Marketing Communications, 23(6), 552–571. https://doi.org/10.1080/13527266.2016.1138139
  • Tafesse, W. (2016). An experiential model of consumer engagement in social media. Journal of Product & Brand Management, 25(5), 424–434. https://doi.org/10.1108/JPBM-05-2015-0879
  • Ting, D. H., Abbasi, A. Z., & Ahmed, S. (2020). Examining the mediating role of social interactivity between customer engagement and brand loyalty. Asia Pacific Journal of Marketing & Logistics, 33(5), 1139–1158. https://doi.org/10.1108/APJML-10-2019-0576
  • Trefzger, T., Baccarella, C., & Voigt, K. (2016). Antecedents of brand post popularity in Facebook: The influence of images, videos, and text. Proceedings of the 15th international marketing trends conference (pp. 1–8).
  • Triantafillidou, A., & Siomkos, G. (2018). The impact of Facebook experience on consumers’ behavioral brand engagement. Journal of Research in Interactive Marketing, 12(2), 164–192. https://doi.org/10.1108/JRIM-03-2017-0016
  • Utami, A. F., Ekaputra, I. A., Japutra, A., & Van Doorn, S. (2021). The role of interactivity on customer engagement in mobile e-commerce applications. International Journal of Market Research, 64(2), 269–291. https://doi.org/10.1177/14707853211027483
  • Vakratsas, D., & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63(1), 26–43. https://doi.org/10.1177/002224299906300103
  • Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. https://doi.org/10.1177/1094670510375599
  • Vernuccio, M., Pagani, M., Barbarossa, C., & Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of Product & Brand Management, 24(7), 706–719. https://doi.org/10.1108/JPBM-12-2014-0772
  • Villamediana, J., Küster, I., & Vila, N. (2019). Destination engagement on Facebook: Time and seasonality. Annals of Tourism Research, 79, 102747. https://doi.org/10.1016/j.annals.2019.102747
  • Vinterbo, S., & Øhrn, A. (1999). Minimal approximate hitting sets and rule templates. International Journal of Approximate Reasoning, 25(2), 123–143. https://doi.org/10.1016/S0888-613X(00)00051-7
  • Wagner, T. F., Baccarella, C. V., & Voigt, K. I. (2017). Framing social media communication: Investigating the effects of brand post appeals on user interaction. European Management Journal, 35(5), 606–616. https://doi.org/10.1016/j.emj.2017.05.002
  • Wan, F., & Ren, F. (2017). The effect of firm marketing content on product sales: Evidence from a mobile social media platform. Journal of Electronic Commerce Research, 18(4), 288–302.
  • Watkins, B. A. (2016). Experimenting with dialogue on twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude. Public Relations Review, 43(1), 163–171. https://doi.org/10.1016/j.pubrev.2016.07.002
  • Xuecheng, Y., Bing, L., & Fei, S. (2015). How brand microblogging attracts fans interaction? – An empirical study based on CMC theory. Management Review, 27(1), 158–168.
  • Yang, H.-L., & Lin, C.-L. (2014). Why do people stick to Facebook web site? A value theory-based view. Information Technology & People, 27(1), 21–37. https://doi.org/10.1108/ITP-11-2012-0130
  • Yang, M., Ren, Y., & Adomavicius, G. (2019). Understanding user-generated content and customer engagement on Facebook business pages. Information Systems Research, 30(3), 839–855. https://doi.org/10.1287/isre.2019.0834
  • Yan, W., & Huang, J. (2014). Microblogging reposting mechanism: An information adoption perspective. Tsinghua Science & Technology, 19(5), 531–542. https://doi.org/10.1109/TST.2014.6919830
  • Zhang, M., Guo, L., Hu, M., & Liu, W. (2017). Influence of customer engagement with company social networks on stickiness: Mediating effect of customer value creation. International Journal of Information Management, 37(3), 229–240. https://doi.org/10.1016/j.ijinfomgt.2016.04.010
  • Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? the impact of technological environments and virtual customer experiences. Information & Management, 51(8), 1017–1030. https://doi.org/10.1016/j.im.2014.07.005

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.