journal Content Strategies for Digital Consumer Engagement in Social Networks: : Why Advertising Is an Antecedent of En…

Judul

journal Content Strategies for Digital Consumer Engagement in Social Networks:

Anak judul

Why Advertising Is an Antecedent of Engagement

Pengarang

José Manuel Gavilanes; Tessa Christina Flatten; Malte Brettel

Penerbit

Taylor & Francis Group

Tahun terbit

2018

ISBN/ISSN

—

No. panggil

—

Klasifikasi

NONE

Tipe koleksi

Jurnal

Bahasa

English

Jumlah salinan

1 eksemplar

Abstract Advertisers need to optimize their efforts on social networks to engage consumers effectively. Existing literature on this topic has not yet explained how social network advertising (SNA) can be categorized into different content types and how to conceptualize and operationalize digital consumer engagement (DCE) in social networks. Thus, we derive seven content categories for social network advertising and a four-level model for DCE based on consumers' intermediate mind-set responses. We propose the impact of different SNA categories as an antecedent of DCE. Our results confirm a significant but unequal impact of at least four content categories on various engagement metrics. We therefore distill the successful content strategies and content attributes for specific types of engagement and confirm intermediate responses to advertising in a real market situation.

Ingin meminjam? Datang ke meja perpustakaan dengan kartu anggota, atau masuk ke area anggota untuk melihat pinjaman Anda.