当前位置: X-MOL 学术Journal of Interactive Marketing › 论文详情
Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
The Role of Social Media Content Format and Platform in Users' Engagement Behavior
Journal of Interactive Marketing ( IF 11.8 ) Pub Date : 2020-09-17 , DOI: 10.1016/j.intmar.2020.05.001
Hamidreza Shahbaznezhad , Rebecca Dolan , Mona Rashidirad

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.



中文翻译:

社交媒体内容格式和平台在用户参与行为中的作用

这项研究的目的是了解社交媒体内容对用户参与行为的作用。更具体地说,我们调查:(i)格式和平台对用户的被动和主动参与行为的直接影响,以及(ii)我们评估内容上下文对每种内容类型(理性,情感和交易内容)和用户参与度。该数据集分别包含基于Facebook和Instagram的1,038个社交媒体帖子以及1,336,741和95,996个粉丝喜欢和评论。结果表明,社交媒体内容对用户参与的有效性受到内容上下文的调节。这些发现有助于理解社交媒体的参与度和用户体验。

更新日期:2020-09-17
down
wechat
bug