This study aimed to examine the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME) (i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The dataset comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts, specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, while nonverbal information mostly has no significant effects. Furthermore, English and code-switched languages mainly have negative moderating effects on the relationship between content characteristics (both informational and emotional characteristics) and SME. Theoretically, this study provides a preliminary understanding of effective SME enhancement strategies for global brands targeting consumers on TikTok in emerging markets. Practically, the results of this research can provide guidelines for global brands engaging with consumers in emerging countries. These insights can also assist global brands in creating “TikTok famous” content.
This study investigates the most effective posting timing on Instagram to enhance content engagements (i.e., likes and comments). Data of 2,958 Indonesian food brands posts were analysed using negative binomial regression to predict the number of likes and comments. This study reveals that the most effective posting days are on Monday, Tuesday, Wednesday, Thursday, and Friday as contents posted on Instagram on these days result in a higher number of likes and comments. In addition, this study also encourages food brands to post their contents during breakfast and lunch times as these times of the day prompt more likes and comments. The findings of this study will help brands and social media managers to include scheduling in their social media marketing strategy on Instagram.
KEYWORDS: Social Media Marketing, Instagram, Posting Days, Posting Times, Content Engagement
This study explores the role of sound and its interaction with marketer-generated content (MGC) (i.e., emotional, informational, transactional) in influencing customer engagement (CE) (i.e., views and shares) in the context of tourism SMEs and TikTok. Content analysis was conducted to analyze data from 7 travel guide services in Indonesia. The final dataset comprised 660 TikTok videos, 4,092,289 views, and 10,920 shares. The results confirm that cover sound has no direct effect either on views or shares. Also, cover sound has no interaction effects with any MGC in impacting CE (i.e., views and shares). Individually, the MGC of emotional content has significant and positive effects on views, while informational and transactional posts have no significant effects on views. Further, transactional social media posts have significant and positive effects on shares, while informational and emotional posts have no significant effects on shares. Theoretically, this study expands content marketing and tourism CE literature by investigating factors driving CE in the context of tourism SMEs and TikTok. Practically, findings from this research can assist tourism SMEs in optimizing their content marketing strategies on TikTok.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.