The impact of involvement on engagement with brand posts

Detalhes bibliográficos
Autor(a) principal: Barreto, Ana Margarida
Data de Publicação: 2019
Outros Autores: Ramalho, Diogo
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/163170
Resumo: UID/CCI/04667/2016
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spelling The impact of involvement on engagement with brand postsFacebookMarketing communicationsComputer mediated communicationConsumer behavior internetOnline brandingContent marketingSNSUsers reactionInvolvementEngagementMarketingSDG 12 - Responsible Consumption and ProductionUID/CCI/04667/2016This paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different types and formats of brand content. Design/methodology/approach: The authors analyzed user reactions to 1,156 Facebook posts from eight business-to-consumer brands (goods and services). Based on a post hoc test, four product/services were identified as belonging to the group of high-involvement and the other four as low involvement. Findings: The data suggest that, when involvement is low, users in general engage more with brand posts regardless their format (text, image and post) or type (hedonic and informative), or even the interaction of both. Moreover, low involvement leads users prefer to comment on brand content, whereas higher involvement is associated with to sharing it. Exceptions were observed for images (both hedonic and informative) and for hedonic image and video in both low and high involvement users. Research limitations/implications: The goal was not to measure users’ attention to each type of post. Moreover, the authors did not have access to information regarding which devices were used to access the online content and whether that aspect might have an impact on users’ reactions. Neither do they claim that engagement necessarily reflects positive reactions, as any content analysis of users’ reactions was beyond the scope of this project. Practical implications: These findings are expected to help brand managers and social media strategists to better select content based on their marketing goals, as well as to provide a potential explanation for the success of campaigns. Originality/value: As far as we are aware, no previous study has attempted to observe the mediated effect of consumer involvement on brand posts considering their type and format. We also believe that this is the first observation of how behavior differentiates according to the target audience’s level of involvement. This paper also proposes a convenient framework for categorizing social network sites content. Suggestions for future research are made at the end.Departamento de Ciências da Comunicação (DCC)Instituto de Comunicação da NOVA (ICNOVA)RUNBarreto, Ana MargaridaRamalho, Diogo2024-02-06T22:24:59Z2019-08-122019-08-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article24application/pdfhttp://hdl.handle.net/10362/163170eng2040-7122PURE: 15408356https://doi.org/10.1108/JRIM-01-2018-0013info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:46:15Zoai:run.unl.pt:10362/163170Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:59:17.105189Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The impact of involvement on engagement with brand posts
title The impact of involvement on engagement with brand posts
spellingShingle The impact of involvement on engagement with brand posts
Barreto, Ana Margarida
Facebook
Marketing communications
Computer mediated communication
Consumer behavior internet
Online branding
Content marketing
SNS
Users reaction
Involvement
Engagement
Marketing
SDG 12 - Responsible Consumption and Production
title_short The impact of involvement on engagement with brand posts
title_full The impact of involvement on engagement with brand posts
title_fullStr The impact of involvement on engagement with brand posts
title_full_unstemmed The impact of involvement on engagement with brand posts
title_sort The impact of involvement on engagement with brand posts
author Barreto, Ana Margarida
author_facet Barreto, Ana Margarida
Ramalho, Diogo
author_role author
author2 Ramalho, Diogo
author2_role author
dc.contributor.none.fl_str_mv Departamento de Ciências da Comunicação (DCC)
Instituto de Comunicação da NOVA (ICNOVA)
RUN
dc.contributor.author.fl_str_mv Barreto, Ana Margarida
Ramalho, Diogo
dc.subject.por.fl_str_mv Facebook
Marketing communications
Computer mediated communication
Consumer behavior internet
Online branding
Content marketing
SNS
Users reaction
Involvement
Engagement
Marketing
SDG 12 - Responsible Consumption and Production
topic Facebook
Marketing communications
Computer mediated communication
Consumer behavior internet
Online branding
Content marketing
SNS
Users reaction
Involvement
Engagement
Marketing
SDG 12 - Responsible Consumption and Production
description UID/CCI/04667/2016
publishDate 2019
dc.date.none.fl_str_mv 2019-08-12
2019-08-12T00:00:00Z
2024-02-06T22:24:59Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/163170
url http://hdl.handle.net/10362/163170
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2040-7122
PURE: 15408356
https://doi.org/10.1108/JRIM-01-2018-0013
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 24
application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron_str RCAAP
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reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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