Engagement With Social Media Content: A Qualitative Exploration

Syrdal, Holly A.; Briggs, Elten

doi:10.1080/10696679.2017.1389243

Cited by 72 publications

(48 citation statements)

References 37 publications

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“…In addition, for the sake of greater clarity in our research goals we mostly used narrow definitions for our focal constructs. We resorted to the definition of engagement as an observable outcome of interaction with content, though there are other conceptualizations of this construct (e.g., [54]). We also resorted to an investigation of emotional responses only although there are other affective constructs (e.g., moods) that could be interesting in the context of social media content and engagement (e.g., [3]).…”

Section: Rq 2a Which Effects Do Content Characteristics Have On Emotmentioning

confidence: 99%

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Schreiner

Fischer

Riedl

2019

Electron Commer Res

129

114

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We present a review of N = 45 studies, which deals with the effect of characteristics of social media content (e.g., topic or length) on behavioral engagement. In addition, we reviewed the possibility of a mediating effect of emotional responses in this context (e.g., arousing content has been shown to increase engagement behavior). We find a diverse body of research, particularly for the varying content characteristics that affect engagement, yet without any conclusive results. We therefore also highlight potential confounding effects causing such diverging results for the relationship between content characteristics and content engagement. We find no study that evaluates the mediating effect of emotional responses in the content-engagement relationship and therefore call for further investigations. In addition, future research should apply an extended communication model adapted for the social media context to guarantee rigorous research.

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Section: Rq 2a Which Effects Do Content Characteristics Have On Emotmentioning

confidence: 99%

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Schreiner

Fischer

Riedl

2019

Electron Commer Res

129

114

View full text Add to dashboard Cite

show abstract

“…With the rising of expressive social media, Ashley & Tuten (2015) suggested the need for experiential appeals from her content analysis study and recently Simon et al (2013) proposed an online brand experience in Facebook with dimensions of sensory, affective, cognitive, relational, usability and engagement and Tafesse(2016) suggested dimensions of sensations, cognitions, behaviours and social dimensions but without an empirical study. However, the study of content in expressive social media platform to date, mostly focuses on suitable type of content based on characteristics such as vividness of image (De Vries, Gensler & Leeflang, 2012;Sabate, Berbegal-Mirabent,Canabate & Lebherz, 2014;Luarn, Lin & Chiu, 2015;Coursaris,Osch & Balogh, 2016), functional (Coursaris et al, 2016;Kim,Kang, Choi & Sung, 2016), novelty content (Tafesse, 2015;Syrdal & Briggs, 2018), transformation (Tafesse & Wein, 2018), emotional (Lee, Hosanagar & Nair, 2018), image with text ( Kwok & Yu, 2013;Pancer, Chandler, Poole, & Noseworth, 2018;Lee et al, 2018;Trefzger, Baccarella & Voigt, 2016), photos (Hirvijarvi, 2017) by tracking on standardized metrics of engagement such as share, like, comment using interviewing techniques (Syrdal & Briggs, 2018), text mining (Kwok & Yu, 2013), content analysis (Swani,Milne & Brownm 2013;Sabate et al, 2014;Luarn et al, 2015;Coursaris et al, 2016;Trefzger et al, 2016 ),voting (Hirvijarvi, 2017), imagination of any brand (Kim et al, 2016), systemic analysis (Tafesse, 2015), coding (Tafesse & Wein, 2018) and calculation with Turk software (Pancer et al, 2018;Lee et al, 2018) which show that the trend of study is still in the exploratory phase and there is lack of focus on using an experie...…”

Section: Experience Marketingmentioning

confidence: 99%

“…brand content) (Pine & Gilmore, 1999). Relational and engagement experience were not included in the experiential content as these experiences are built after passive and active experience (Evans & Mckee, 2010;Syrdal & Briggs, 2018;Wang et al, 2019;Hollebeek & Macky, 2019).…”

Section: Experiential Contentmentioning

confidence: 99%

“…However, the study of this construct in social media e.g. Lee & Hong, 2016;Tafesse, 2015;Syrdal & Briggs, 2018 mostly focuses on social media engagement metrics of output behaviour of share, like or comment. So, the construct of perceived creativity plays a role of another underlying subjective behaviour that creates the process of consumer brand engagement in this study.…”

Section: Perceived Creativitymentioning

confidence: 99%

“…With a constant increase in the proportion of expressive social media societies, marketers believe that there is a need to tap on these platforms. This is with a view to build marketers" competitive advantage in the current market, by having brand content that is able to create consumer brand engagement (Bloomstein, 2012;Marketing Science Institute [MSI], 2014;MSI, 2016;MSI, 2018;Hollebeek & Macky, 2019) which in turn promotes brand activities" interaction with social media societies (The Star, 2018;Stelzner, 2018).Marketers believe that the foundation block of engagement begins with brand content consumption which involves reading the passive content, curation by clicking social media button and later co-creation in which in turn give rise to followers (Evans & Mckee, 2010;Syrdal & Briggs, 2018;Wang, Malthouse, Calder & Uzunoglu, 2019;Hollebeek & Macky, 2019) and creates long-term engagement in the form of a relationship that is able to indirectly drive organizational performance. For instance, for Naked Pizza, 60% sales came from its" 4000 Twitter followers (Donna & Marek, 2010).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Social Networking Brand Engagement using Creative Brand Content Experiences

Khaw¹,

Sade²,

Seduram³

2020

IBR

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In today’s environment, societies are free to create and browse online content; marketers therefore to face vexing challenges in drawing expressive social media users to engage with their brands. This current group of users display postmodernism characteristics; i.e. need more for subjective experiences to achieve self-realization. Hence, the creation of consumer brand engagement among expressive social media societies is through content that should be able to provide these experiences. However, there is lack research study on this trend. The objective of this study was to evaluate  passive experiential content that users perceived as novelty emotions (i.e. perceived creativity) that leads to intrinsic state of engagements (i.e. cognitive engagement and affective engagement) and to intentional engagement (the activation of willingness of brand clicking activities in social media). This, in turn, creates an advantage for the marketers because from this process if users engage the chances of building a long-term consumer brand engagement relationship is higher. This research study was done on 25-34 year-old Malaysian active expressive social media users who utilised expressive social media sites on a daily basis for at least 3 hours as the sample population from whom to collect data and administer a questionnaire survey with a still image as stimulus using social networking messaging platforms. Data analysis was conducted using IBM SPSS and IBM AMOS software and results showed positive significant relationship within all the 7 constructs which were functional appeal, emotional appeal, vividness, perceived creativity, cognitive engagement, affective engagement and intentional engagement.

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Consumers' engagement with social media activation campaigns: Construct conceptualization and scale development

Mirbagheri

Najmi

2019

Psychology and Marketing

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This study conceptualizes the consumers' engagement with social media activation campaigns, which are important tools in improving the interactions between brands and consumers. We offer a comprehensive definition of this construct and discuss the nature and dimensionality of it. Further, this paper reports the development and validation of a 12‐item scale for measuring the aforementioned construct. This scale development process comprises four studies. Study 1 begins by generating a pool of items and then employs both a panel of experts and some Instagram users to examine the content validity of the items. To validate the scale, this paper carries out several online surveys in subsequent studies. Study 2 uses exploratory and confirmatory factor analysis (CFA) to remove the problematic items and evaluate the dimensionality of the construct. In Study 3, we conduct iterative CFAs to purify the scale and reassess the psychometric properties of the scale. Study 4 uses structural equation modeling to test the nomological validity. Our analyses reveal that consumers' engagement with social media activation campaigns is a second‐order construct encompassing three first‐order dimensions (cognitive, emotional, and behavioral engagement). The results also support the reliability, content validity, convergent validity, discriminant validity, known group validity, and nomological validity of the engagement scale.

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Engagement With Social Media Content: A Qualitative Exploration

Cited by 72 publications

References 37 publications

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda

Social Networking Brand Engagement using Creative Brand Content Experiences

Consumers' engagement with social media activation campaigns: Construct conceptualization and scale development

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