Fostering consumer engagement with marketer-generated content: the role of content-generating devices and content features

Abstract

PurposeThis research explores the impacts of content-generating devices (mobile phones versus personal computers) and content features (social content and achievement content) on consumer engagement with marketer-generated content (MGC) on social media. It also examines these factors' interaction effects on consumer engagement.Design/methodology/approachThe study analyzed MGC that 210 companies had posted to Sina Weibo over three years, testing the study’s proposed model with negative binomial regression analysis.FindingsThe study's results show that MGC generated via mobile phones attracts more consumer engagement than MGC generated via personal computers. MGC with more social features attracts more consumer engagement, whereas MGC with more achievement features reduces consumer engagement. The authors also found that MGC with more social features generated via mobile phones and MGC with more achievement features generated via personal computers lead to more consumer engagement due to the congruency of the construal level of psychological distance.Originality/valueThis research enriches the literature by exploring the effects of content-generating devices and content features on consumer engagement in the MGC context, which extends the research on consumer engagement with social media from the context of user-generated content to the MGC.

Can social interaction-oriented content trigger viewers' purchasing and gift-giving behaviors? Evidence from live-streaming commerce

“…, 2022). Previous studies have shown that social interaction-oriented content can be measured by calculating social words' frequency in communication content (Tausczik and Pennebaker, 2010; Yang et al. , 2022).…”

“…Words are the most basic unit through which ideas are expressed and specific words' frequency in information can reflect a communicator's communication strategy (Pezzuti et al, 2021). People can use social features in their language to express ideas about social (Yang et al, 2022). Previous studies have shown that social interaction-oriented content can be measured by calculating social words' frequency in communication content (Tausczik and Pennebaker, 2010;Yang et al, 2022).…”

“…Social interaction-oriented content can be defined as text or speech that includes many social words to promote consumer interaction (Yang et al. , 2022).…”

“…Social interaction-oriented content can be defined as text or speech that includes many social words to promote consumer interaction (Yang et al, 2022). In traditional e-commerce, social interaction-oriented content manifests in persistent online text, such as reviews and text-based chat channels .…”

The influence of firm-Generated video on user-Generated video: Evidence from China

“…61 FGC positively influences consumer engagement. 62 However, transactional content has a negative impact on consumer-contributed engagement, whereas entertainment content has a positive impact. 63 The above studies focus on the impact of firm-generated content in the text (product reviews, news reviews, social post comments, etc.)…”