The multi-actor perspective of engagement on social media

Abstract

Despite the known benefits offered by social media to create engagement in social marketing programs, scholars have highlighted the need for more evidence-based, practical, and measurable approaches to social media use in social marketing contexts. This netnographic study employed a four-level multi-actor engagement framework originally proposed by Shawky et al. to explore engagement in a single Facebook community. We identified social media measurement tools for assessing connections, interactions, and loyalty of multiple actors which will assist social marketing practitioners’ understanding of different actors’ interactions with the social media content, enabling them to maintain these actors’ levels of engagement, advance their engagement to a higher level, or attract others to expand the community.

Exploring young voter engagement and journey mapping across political events

“…Our research tracked the engagement levels, reflections and experiences of the political process of the same generational cohort from the 2015 UK General Election, 2016 UK-EU Referendum, 2017 UK General Election and hypothetical future elections. Understanding the constructs of engagement including behaviour, cognition and emotion and capturing how young voters embark on a journey of engagement, we revealed a fuller account, which up until now remained under-researched and under-developed (Dermody et al, 2014; Hollebeek & Macky, 2019; Shawky et al, 2022). For example, young voters continue to call for persuasive campaigns tailored to their wants and needs, political issues made relevant (Johnson & Marshall, 2004; Sloam & Henn, 2017) and for political actors to develop genuine long-term relational connections with them (Islam et al, 2019; Lees-Marshment, 2019; Simons, 2016).…”

“…'the portion of voting-eligible citizen who vote'). This measure is an important factor for the government future decisions as it acts like a reinforce assessment from a citizen's perspective (Lang and Witts, 2018;Shawky et al 2022). However, the major shortcoming of this measure is to be too simple.…”

“…While some studies considered both conventional and non-conventional actions, they focused only on the behavioural aspect of engagement (Barrett & Brunton-Smith, 2014), measured as ‘voter turnout’ (i.e., ‘the portion of voting-eligible citizen who vote’). This measure is an important factor for the government future decisions as it acts like a reinforce assessment from a citizen’s perspective (Lang & Witts, 2018; Shawky et al, 2022). However, the major shortcoming of this measure is to be too simple.…”

“…Voters might exhibit different degree of engagement in various political events. Extant research shows that citizens do not maintain the same persona in different elections (Lang & Witts, 2018; Shawky et al, 2022). By adopting the engagement typology and study of several political events, the changes and underlying motivations for the changes can be investigated.…”

The extent of energy drink marketing on Canadian social media

“…Lastly, we defined engagement as the number of impressions (retweets, searches, and views) and followers on Twitter posts. According to the four levels of the engagement framework by Shawky et al (2021) ( connection, interaction, loyalty, and advocacy ) our study assesses the measures of connection and interaction only [ 68 ]. As such, our findings may not capture the complexities of social media engagement, as it does not account for the multi-actor social media framework [ 68 ].…”