Social media marketing communication: effect of interactivity and vividness on user engagement
Autor(a) principal: | |
---|---|
Data de Publicação: | 2020 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/14321 |
Resumo: | Objective: The study analyzes the effect of interactivity and vividness on Facebook posts with respect to user engagement, in a higher education institutions context.Method: Quantitative and descriptive. Data was collected by direct and structured observation of 1,981 posts from 16 Higher Education Institutions (HEI) and analyzed using descriptive statistics and multiple linear regression.Originality/relevance: The study investigates a relevant theme - social media marketing communication -, whereby a knowledge gap was detected; notably, with regards to HEI and developing countries. The results indicate several relevant effects involving the post’s interactivity and vividness on Facebook that lead to user engagement.Results: Our findings show that posts with high interactivity have an inverse influence on the number of users’ likes and comments. Posts with high vividness yield a higher quantity of likes, but a lower number of user comments and shares.Theoretical contributions: The research broadens the understanding of Facebook posting practices in the context of HEI, providing evidence on the timing of the posts and the typology of media (interactivity and vividness). At the same time, it allows us to confirm theoretical propositions and empirical findings that emanate from the literature regarding the effect of post characteristics with respect to user engagement in social media. |
id |
RBM-1_15cc4cafa836714fcc04689a3c6c3556 |
---|---|
oai_identifier_str |
oai:https://periodicos.uninove.br:article/14321 |
network_acronym_str |
RBM-1 |
network_name_str |
REMark - Revista Brasileira de Marketing |
repository_id_str |
|
spelling |
Social media marketing communication: effect of interactivity and vividness on user engagementDigital marketing; Social media marketing; Engagement; Facebook; Higher Education Institution.Objective: The study analyzes the effect of interactivity and vividness on Facebook posts with respect to user engagement, in a higher education institutions context.Method: Quantitative and descriptive. Data was collected by direct and structured observation of 1,981 posts from 16 Higher Education Institutions (HEI) and analyzed using descriptive statistics and multiple linear regression.Originality/relevance: The study investigates a relevant theme - social media marketing communication -, whereby a knowledge gap was detected; notably, with regards to HEI and developing countries. The results indicate several relevant effects involving the post’s interactivity and vividness on Facebook that lead to user engagement.Results: Our findings show that posts with high interactivity have an inverse influence on the number of users’ likes and comments. Posts with high vividness yield a higher quantity of likes, but a lower number of user comments and shares.Theoretical contributions: The research broadens the understanding of Facebook posting practices in the context of HEI, providing evidence on the timing of the posts and the typology of media (interactivity and vividness). At the same time, it allows us to confirm theoretical propositions and empirical findings that emanate from the literature regarding the effect of post characteristics with respect to user engagement in social media.Universidade Nove de Julho - UninoveOs autores agradecem à FUNADESP pelo apoio à pesquisaSoares, João CoelhoSarquis, Aléssio BessaCohen, Eric DavidSoares, Thiago Coelho2020-01-20info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1432110.5585/remark.v18i4.14321ReMark - Revista Brasileira de Marketing; v. 18, n. 4 (2019): (out./dez.); 244-2682177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/14321/8059Direitos autorais 2019 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-01-18T17:59:56Zoai:https://periodicos.uninove.br:article/14321Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T17:59:56REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Social media marketing communication: effect of interactivity and vividness on user engagement |
title |
Social media marketing communication: effect of interactivity and vividness on user engagement |
spellingShingle |
Social media marketing communication: effect of interactivity and vividness on user engagement Soares, João Coelho Digital marketing; Social media marketing; Engagement; Facebook; Higher Education Institution. |
title_short |
Social media marketing communication: effect of interactivity and vividness on user engagement |
title_full |
Social media marketing communication: effect of interactivity and vividness on user engagement |
title_fullStr |
Social media marketing communication: effect of interactivity and vividness on user engagement |
title_full_unstemmed |
Social media marketing communication: effect of interactivity and vividness on user engagement |
title_sort |
Social media marketing communication: effect of interactivity and vividness on user engagement |
author |
Soares, João Coelho |
author_facet |
Soares, João Coelho Sarquis, Aléssio Bessa Cohen, Eric David Soares, Thiago Coelho |
author_role |
author |
author2 |
Sarquis, Aléssio Bessa Cohen, Eric David Soares, Thiago Coelho |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
Os autores agradecem à FUNADESP pelo apoio à pesquisa |
dc.contributor.author.fl_str_mv |
Soares, João Coelho Sarquis, Aléssio Bessa Cohen, Eric David Soares, Thiago Coelho |
dc.subject.por.fl_str_mv |
Digital marketing; Social media marketing; Engagement; Facebook; Higher Education Institution. |
topic |
Digital marketing; Social media marketing; Engagement; Facebook; Higher Education Institution. |
description |
Objective: The study analyzes the effect of interactivity and vividness on Facebook posts with respect to user engagement, in a higher education institutions context.Method: Quantitative and descriptive. Data was collected by direct and structured observation of 1,981 posts from 16 Higher Education Institutions (HEI) and analyzed using descriptive statistics and multiple linear regression.Originality/relevance: The study investigates a relevant theme - social media marketing communication -, whereby a knowledge gap was detected; notably, with regards to HEI and developing countries. The results indicate several relevant effects involving the post’s interactivity and vividness on Facebook that lead to user engagement.Results: Our findings show that posts with high interactivity have an inverse influence on the number of users’ likes and comments. Posts with high vividness yield a higher quantity of likes, but a lower number of user comments and shares.Theoretical contributions: The research broadens the understanding of Facebook posting practices in the context of HEI, providing evidence on the timing of the posts and the typology of media (interactivity and vividness). At the same time, it allows us to confirm theoretical propositions and empirical findings that emanate from the literature regarding the effect of post characteristics with respect to user engagement in social media. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-01-20 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/14321 10.5585/remark.v18i4.14321 |
url |
https://periodicos.uninove.br/remark/article/view/14321 |
identifier_str_mv |
10.5585/remark.v18i4.14321 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/14321/8059 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 18, n. 4 (2019): (out./dez.); 244-268 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642019483648 |