Shahbaznezhad, Hamidreza, Dolan, Rebecca and Rashidirad, Mona (2021) The role of social media content format and platform in users’ engagement behavior. Journal of Interactive Marketing, 53. pp. 47-65. ISSN 1094-9968

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Abstract

The purpose of this study is to understand the role of social media content on users' engagement behavior. More specifically, we investigate: (i)the direct effects of format and platform on users' passive and active engagement behavior, and (ii) we assess the moderating effect of content context on the link between each content type (rational, emotional, and transactional content) and users' engagement. The dataset contained 1,038 social media posts and 1,336,741 and 95,996 fan likes and comments, respectively based on Facebook and Instagram. The results reveal that the effectiveness of social media content on users' engagement is moderated by content context. The findings contribute to understanding engagement and users' experience with social media. This study is a pioneering one to empirically assess the construct of social media engagement behavior through the effects of content types and content contexts on a dual social media platform.

Item Type:	Article
Schools and Departments:	University of Sussex Business School > Strategy and Marketing
SWORD Depositor:	Mx Elements Account
Depositing User:	Mx Elements Account
Date Deposited:	20 May 2020 08:37
Last Modified:	18 Sep 2021 01:00
URI:	http://sro.sussex.ac.uk/id/eprint/91320

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