A Content Marketing Framework to Analyze Customer Engagement on Social Media

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Author(s): Sofia Balio (School of Economics and Management, University of Porto, Portugal)and Beatriz Casais (School of Economics and Management, University of Minho, Portugal & IPAM Porto, Portugal)
Copyright: 2021
Pages: 17
Source title: Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-9020-1.ch016

Keywords: Business Science Reference / E-Business / Media & Communications / Social Networking

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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 Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement.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.

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A Content Marketing Framework to Analyze Customer Engagement on Social Media

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