The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
A Content Marketing Framework to Analyze Customer Engagement on Social Media
Abstract
Factors influencing customer engagement on Facebook have been extensively analyzed but there are barely evidences if those factors also effect customer engagement on Instagram. A digital analysis was conducted including a content analysis of the post appeals and of the message interactivity as well as multiple linear regressions to explore the influence of the factors mentioned above on customer engagement. It was possible to conclude which factors can be used to increase customer engagement on social media, namely message interactivity and certain post appeals. Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement. This chapter is relevant for content and social media strategies and helps brands increase their customer engagement.
Related Content
|
Dina Darwish.
© 2025.
14 pages.
|
|
P. Selvakumar.
© 2025.
24 pages.
|
|
P. Selvakumar, S. Geetha, N. Kaya, Pankaj Singh Chandel, Prateek Srivastava.
© 2025.
24 pages.
|
|
Muhammad Younus, Achmad Nurmandi, Dyah Mutiarin, Andi Luhur Prianto, Halimah Abdul Manaf, Ririn Harini, Muntahanah Muntahanah, Sri Ekowati, Titi Darmi, Wulan Angraini.
© 2025.
24 pages.
|
|
Kutubuddin Sayyad Liyakat Kazi.
© 2025.
34 pages.
|
|
Ankita Chaturvedi, Neha Yadav, M. Gnanendra, A. V. Senthil Kumar.
© 2025.
22 pages.
|
|
Mihrali Köseliören, Bünyamin Ayhan.
© 2025.
18 pages.
|
|
|