Customer engagement has been considered to be one of the most important goals of social media marketing. Many companies have conducted social media marketing, particularly through Facebook, by managing their brand fan pages. Compared with other approaches in social media marketing, sweepstakes-based marketing has been successful in gaining customers’ attention and in fostering engagement with customers. However, understanding has been lacking regarding ways in which to design sweepstakes-based social media marketing. By applying expected utility theory, this study examines sweepstakes-based social media marketing strategies, particularly designs based on the combination of promotion characteristics, prize types and categories, and prize payment type, to enhance customer engagement with a brand in the context of Facebook brand fan pages. The study in general, as well as the testing results, provides guidance to social media marketers and explains ways in which to design sweepstakes in social media marketing for customer engagement. This study contributes to the literature by demonstrating the significance of sweepstakes design factors and the combinations for customer engagement.

中文翻译：

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基于抽奖的社交媒体营销设计，以吸引在线客户

客户参与度被认为是社交媒体营销的最重要目标之一。许多公司通过管理其品牌粉丝页面来进行社交媒体营销，尤其是通过Facebook进行。与社交媒体营销中的其他方法相比，基于抽奖的营销已成功赢得了客户的关注并促进了与客户的互动。但是，对于基于抽奖的社交媒体营销的设计方法一直缺乏了解。通过应用预期效用理论，本研究研究了基于抽奖的社交媒体营销策略，特别是基于促销特征，奖品类型和类别以及奖品支付类型的组合的设计，以增强客户在Facebook品牌背景下对品牌的参与度粉丝专页。总体而言，该研究以及测试结果为社交媒体营销人员提供了指导，并解释了设计社交媒体营销抽奖以吸引客户的方法。这项研究通过证明抽奖活动设计因素及其组合对客户参与的重要性，为文献做出了贡献。