How to engage consumers through effective social media use-guidelines for consumer goods companies from an emerging market

dc.contributor.authorAydın, Gökhan
dc.contributor.authorUray, Nimet
dc.contributor.authorUray, Nimet
dc.contributor.authorSilahtaroğlu, Gökhan
dc.date2021-07
dc.date.accessioned2021-04-30T12:52:30Z
dc.date.available2021-04-30T12:52:30Z
dc.date.issued2021-07
dc.date.issued2021
dc.description.abstractThis study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.en_US
dc.identifier.citation13
dc.identifier.doi10.3390/jtaer16040044en_US
dc.identifier.endpage23en_US
dc.identifier.issn0718-1876
dc.identifier.issn0718-1876en_US
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85100916756en_US
dc.identifier.scopusqualityQ1
dc.identifier.startpage1en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12469/4008
dc.identifier.volume16en_US
dc.identifier.wosWOS:000649815900001en_US
dc.identifier.wosqualityQ3
dc.institutionauthorUray, Nimeten_US
dc.language.isoenen_US
dc.publisherUniversidad de Talcaen_US
dc.relation.journalJournal of Theoretical and Applied Electronic Commerce Researchen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectBrand fan pagesen_US
dc.subjectCustomer engagementen_US
dc.subjectFacebooken_US
dc.subjectMachine learningen_US
dc.subjectPost popularityen_US
dc.subjectSocial mediaen_US
dc.subjectTwitteren_US
dc.titleHow to engage consumers through effective social media use-guidelines for consumer goods companies from an emerging marketen_US
dc.typeArticleen_US
dspace.entity.typePublication
relation.isAuthorOfPublication20b378d9-303a-4bd3-acf5-f6bc655f9458
relation.isAuthorOfPublication.latestForDiscovery20b378d9-303a-4bd3-acf5-f6bc655f9458

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