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The Effects Of Social Media Content Characteristics On Consumer Engagement – A Systematic Literature Review

Author

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  • Flavia HERLE

    (Marketing Department, Faculty of Economics and Business Administration, Babeș-Bolyai University, Cluj-Napoca, Romania)

Abstract

This paper explores the relationship between social media content characteristics and consumer engagement. Utilising a systematic literature review, we analysed 89 relevant studies, highlighting key findings on how various content types, formats and other characteristics affect user engagement. Our findings reveal that while high-quality visual content generally enhances engagement, emotional appeal and interactivity are essential for fostering connections with consumers. However, we identified several gaps in the literature, which future research should address to clarify how social media content should be designed and delivered in order to maximise consumer engagement.

Suggested Citation

  • Flavia HERLE, 2024. "The Effects Of Social Media Content Characteristics On Consumer Engagement – A Systematic Literature Review," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 33(2), pages 373-383, December.
    • Handle: RePEc:ora:journl:v:2:y:2024:i:2:p:373-383
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    File URL: https://anale.steconomiceuoradea.ro/en/wp-content/uploads/2025/01/AUOES.December.2024.33.pdf
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    More about this item

    Keywords

    social media; content; consumer engagement;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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