Increasing User Engagement Using Innovative Poll First Content Delivery Method

Kumaresan, Aravind

doi:10.1007/978-3-319-08618-7_17

Cited by 1 publication

(1 citation statement)

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“…Although many researchers aimed to study the factors that impact customer engagement, and many different definitions of CE have been published in scholarly literature, a consensus in its conceptualization has not yet been reached (Dijkmans et al, 2015). However, the common element of most definitions of customer engagement is emphasizing just the increasingly active role of the customers (Javornik et al, 2012) and consider CE as an appropriate concept for analyzing their interactions with brands (Kumaresan, 2014). This study examines the content strategy on coffee shops' Facebook brand-fan pages and factors driving customer engagement (CE) to address the mentioned research gaps.…”

Section: Introductionmentioning

confidence: 99%

Engaging Customers on Facebook Coffee Shops' Brand-Fan Pages

Ferencakova

Gajdka²,

Nétek³

et al. 2020

IJEK

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Social media's importance is increasing rapidly in the business world as in the lives of individuals (Bitiktas et al., 2020). Thus, customer engagement (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike (Brodie, 2011). The study aims to examine content strategy on coffee shops' Facebook brand-fan pages in terms of differences in the length of the text part of the posted content and its impact on customer engagement. Using the Fanpage karma web application, we collected a total number of 1254 of 10 coffee shops' brand-fan pages posts published on Facebook during the year 2019. We found that there is a statistically significant difference between text length according to post type (status, photo, video, link) (p=0.0007), and also customer engagement differs depending on post type (p=0.0009). Surprisingly we also revealed that in text length, there is a statistically significant difference only between photo and status types of posts (p-Value=0.0009) and in customer engagement (CE), only between the photo and video types of posts (p-Value=0.0044). Results of linear regression also were not able to support hypothesis, that the shortest length of the text leads to higher customer engagement (CE). The study extends the research on customer engagement (CE) and expands the knowledge about the Facebook content strategy of coffee companies. Finally, it offers recommendations for future research in the examined area.

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Section: Introductionmentioning

confidence: 99%