The Role of Social Media Content Format and Platform in Users' Engagement Behavior

被引：197

作者：

Shahbaznezhad, Hamidreza ^{[1
,2
,3
]}

Dolan, Rebecca ^{[1
,2
,3
]}

Rashidirad, Mona ^{[1
]}

机构：

[1] Univ Auckland, Auckland, New Zealand

[2] Univ Adelaide, Adelaide, SA, Australia

[3] Univ Sussex, Sussex Business Sch, Brighton, E Sussex, England

来源：

JOURNAL OF INTERACTIVE MARKETING | 2021年 / 53卷

关键词：

Content type; Engagement behavior; Content context; Media richness theory; Facebook; Instagram; CONSUMER-BRAND ENGAGEMENT; SEEMINGLY UNRELATED REGRESSIONS; VALUE CO-CREATION; CUSTOMER ENGAGEMENT; CONTENT STRATEGIES; ONLINE ENGAGEMENT; GENERATED CONTENT; IMPACT; FACEBOOK; RICHNESS;

D O I：

10.1016/j.intmar.2020.05.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The purpose of this study is to understand the role of social media content on users' engagement behavior. More specifically, we investigate: (i) the direct effects of format and platform on users' passive and active engagement behavior, and (ii) we assess the moderating effect of content context on the link between each content type (rational, emotional, and transactional content) and users' engagement. The dataset contained 1,038 social media posts and 1,336,741 and 95,996 fan likes and comments, respectively based on Facebook and Instagram. The results reveal that the effectiveness of social media content on users' engagement is moderated by content context. The findings contribute to understanding engagement and users' experience with social media. This study is a pioneering one to empirically assess the construct of social media engagement behavior through the effects of content types and content contexts on a dual social media platform. (C) 2020 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.

引用

页码：47 / 65

页数：19

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