IDEAS home Printed from https://ideas.repec.org/a/pal/jmarka/v12y2024i4d10.1057_s41270-023-00243-5.html
   My bibliography  Save this article

Analytical model to measure the effectiveness of content marketing on Twitter: the case of governorates in Colombia

Author

Listed:
  • Anabel Guzmán Ordóñez

    (University of Barcelona)

  • Francisco Javier Arroyo Cañada

    (University of Barcelona)

  • Emmanuel Lasso

    (University of Cauca)

  • Javier A. Sánchez-Torres

    (University of Medellín)

  • Manuela Escobar-Sierra

    (University of Medellín)

Abstract

Twitter as a marketing tool has led to a growing interest in measuring the effectiveness of content marketing on this platform. However, there has yet to be a comprehensive analytical model to measure the effectiveness of public content marketing (PCM) accurately and reliably. A literature review determined the gaps between preliminary studies and constructing a new model to measure the content effectiveness, considering variables related to interactivity and performance of digital content marketing (DCM) strategies. For this reason, this study aims to build an analytical model that determines which content characteristics improve the effectiveness of Twitter accounts, taking as a case study the governorates of Colombia. Within the methodology for data mining, CRISP-DM was used, which allowed the cleaning, processing and analysis of all data collected from the accounts of Colombian governments. The results allowed to establish factors that have yet to be considered to measure the Engagement Rate per Post (ERP) and have a critical load on users’ interactivity with the content, such as the tweet type, emojis, dates, the type of media, sentiment associated with the post and emotions. With the model, it was possible to identify the variables that improve the ERP and their impact on the effectiveness of the content.

Suggested Citation

  • Anabel Guzmán Ordóñez & Francisco Javier Arroyo Cañada & Emmanuel Lasso & Javier A. Sánchez-Torres & Manuela Escobar-Sierra, 2024. "Analytical model to measure the effectiveness of content marketing on Twitter: the case of governorates in Colombia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 962-978, December.
  • Handle: RePEc:pal:jmarka:v:12:y:2024:i:4:d:10.1057_s41270-023-00243-5
    DOI: 10.1057/s41270-023-00243-5
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41270-023-00243-5
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1057/s41270-023-00243-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Muhammad Atif & Valentina Franzoni, 2022. "Tell Me More: Automating Emojis Classification for Better Accessibility and Emotional Context Recognition," Future Internet, MDPI, vol. 14(5), pages 1-13, May.
    2. Salminen, Joni & Yoganathan, Vignesh & Corporan, Juan & Jansen, Bernard J. & Jung, Soon-Gyo, 2019. "Machine learning approach to auto-tagging online content for content marketing efficiency: A comparative analysis between methods and content type," Journal of Business Research, Elsevier, vol. 101(C), pages 203-217.
    3. Hunt Allcott & Matthew Gentzkow & Chuan Yu, 2019. "Trends in the Diffusion of Misinformation on Social Media," NBER Working Papers 25500, National Bureau of Economic Research, Inc.
    4. Juan Pablo Ramirez-Madrid & Manuela Escobar-Sierra & Isaias Lans-Vargas & Juan Manuel Montes Hincapie, 2022. "Government influence on e-government adoption by citizens in Colombia: Empirical evidence in a Latin American context," PLOS ONE, Public Library of Science, vol. 17(2), pages 1-22, February.
    5. Clemens Koob, 2021. "Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective," PLOS ONE, Public Library of Science, vol. 16(4), pages 1-25, April.
    6. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Leopoldo Fergusson & Carlos Molina, 2020. "Facebook Causes Protests," HiCN Working Papers 323, Households in Conflict Network.
    2. Huang, Qian & Chen, Juan & Li, Ruoxi & Liu, Jingtong, 2024. "Experiencing awe, engaging in extreme sports: Incidental awe as an effective promoter for extreme sports engagement," Journal of Business Research, Elsevier, vol. 170(C).
    3. Bo Yang & Chao Liu & Xusen Cheng & Xi Ma, 2022. "Understanding Users' Group Behavioral Decisions About Sharing Articles in Social Media: An Elaboration Likelihood Model Perspective," Group Decision and Negotiation, Springer, vol. 31(4), pages 819-842, August.
    4. Michele Cantarella & Nicolo' Fraccaroli & Roberto Volpe, 2019. "Does fake news affect voting behaviour?," Department of Economics 0146, University of Modena and Reggio E., Faculty of Economics "Marco Biagi".
    5. Bartosz Wilczek, 2020. "Misinformation and herd behavior in media markets: A cross-national investigation of how tabloids’ attention to misinformation drives broadsheets’ attention to misinformation in political and business," PLOS ONE, Public Library of Science, vol. 15(11), pages 1-22, November.
    6. Muhammad Ateeq ur REHMAN & Furman ALI & Shang XIE, 2022. "Impact of Foreign Investment News on the Return, Cost of Equity and Cash Flow Activities," Journal for Economic Forecasting, Institute for Economic Forecasting, vol. 0(4), pages 112-127, December.
    7. Chikako Ishizuka & Kei Aoki, 2024. "Drivers of sustained brand engagement: cases of long-term customers of hedonic and utilitarian brands in Japan," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 979-989, December.
    8. Degutis, Mindaugas & UrbonaviÄ ius, Sigitas & Hollebeek, Linda D. & Anselmsson, Johan, 2023. "Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    9. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    10. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    11. Krupa Mehta & Laxmi R. Dubey & Ranchhod P. Modi & Khushboo Kumari, 2024. "Emotional Factors Affecting Towards Branding In The Digital Age," Working papers 2024-50-02, Voice of Research.
    12. Richard Fedorko, 2021. "Gender Differences in the Perception of Selected Aspectsof Social Media as Part of Ecommerce Activities during a Pandemic," GATR Journals jmmr286, Global Academy of Training and Research (GATR) Enterprise.
    13. Rodriguez, Virginie & Sangle-Ferriere, Marion, 2023. "Do supermarkets’ emails have any value for their customers? The effect of emails’ content and interestingness on customers’ attitude and engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Yuho Chung & Yiwei Li & Jianmin Jia, 2021. "Exploring embeddedness, centrality, and social influence on backer behavior: the role of backer networks in crowdfunding," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 925-946, September.
    15. Belém Barbosa & José Ramón Saura & Dag Bennett, 2024. "How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses," The Journal of Technology Transfer, Springer, vol. 49(1), pages 69-103, February.
    16. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    17. Zohreh Amiri Sardari & Tayebeh Abdoli Mohamadabadi & Javad Nazarian-Jashnabadi & Giovanni Tesoriere & Tiziana Campisi, 2024. "Smart Experience and Green Health Tourism: The Moderating Role of Content Marketing," Sustainability, MDPI, vol. 16(11), pages 1-20, May.
    18. Abdhy Aulia Adnans & Zainal Abidin Tarigan, 2020. "The Opportunities For Information Technology Utilization To Strengthen The Growth Of Small And Medium Enterprises," Junior Scientific Researcher, SC Research Publishing SRL, vol. 6(1), pages 102-106, May.
    19. Azad Moghddam, Hamed & Carlson, Jamie & Wyllie, Jessica & Mahmudur Rahman, Syed, 2024. "Scroll, Stop, Shop: Decoding impulsive buying in social commerce," Journal of Business Research, Elsevier, vol. 182(C).
    20. Zheng Shen, 2024. "Shall brands create their own virtual influencers? A comprehensive study of 33 virtual influencers on Instagram," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:jmarka:v:12:y:2024:i:4:d:10.1057_s41270-023-00243-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave-journals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.