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The role of social media content format and platform in users’ engagement behavior
journal contribution
posted on 2023-06-07, 07:03 authored by Hamidreza Shahbaznezhad, Rebecca Dolan, Mona RashidiradThe 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.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Interactive MarketingISSN
1094-9968Publisher
ElsevierExternal DOI
Volume
53Page range
47-65Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2020-05-20First Open Access (FOA) Date
2021-09-18First Compliant Deposit (FCD) Date
2020-05-20Usage metrics
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