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A Content Marketing Framework to Analyze Customer Engagement on Social Media

A Content Marketing Framework to Analyze Customer Engagement on Social Media

Sofia Balio, Beatriz Casais
ISBN13: 9781799890201|ISBN10: 1799890201|EISBN13: 9781799890218
DOI: 10.4018/978-1-7998-9020-1.ch016
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MLA

Balio, Sofia, and Beatriz Casais. "A Content Marketing Framework to Analyze Customer Engagement on Social Media." Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, edited by Information Resources Management Association, IGI Global, 2021, pp. 320-336. https://doi.org/10.4018/978-1-7998-9020-1.ch016

APA

Balio, S. & Casais, B. (2021). A Content Marketing Framework to Analyze Customer Engagement on Social Media. In I. Management Association (Ed.), Research Anthology on Strategies for Using Social Media as a Service and Tool in Business (pp. 320-336). IGI Global. https://doi.org/10.4018/978-1-7998-9020-1.ch016

Chicago

Balio, Sofia, and Beatriz Casais. "A Content Marketing Framework to Analyze Customer Engagement on Social Media." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, edited by Information Resources Management Association, 320-336. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-9020-1.ch016

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 Different conclusions are withdrawn when comparing Facebook to Instagram, proving empirically that different social networking sites have distinct influence on customer engagement.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