IDEAS home Printed from https://ideas.repec.org/a/sgm/jmcbem/v1i10y2020p49-59.html
   My bibliography  Save this article

Social Media Content Headlinesand Their Impact on Attracting Attention

Author

Listed:
  • Kishokanth Jeganathan

    (Department of Commerce and Marketing, Poznañ University of Economics and Business, Poland)

  • Andrzej Szymkowiak

    (Department of Commerce and Marketing, Poznañ University of Economics and Business, Poland)

Abstract

Social media is an important source of product information for many users. Marketing in social media is based not only on building a community around the brand, but social media is used as a way to reach a defi ned group of users with a marketing message. These users are shown content, including promoted posts, which is to draw their attention, interest and get them to action, i.e. click on the link and read the article promoting an event or product. In this article, we investigated how the diff erent headline wordings (question, traditional, forward referring) aff ect the desire to read the article. An experiment was conducted on 75 participants, which confi rmed that the header has a large eff ect size. The ANOVA analysis was carried out in two stages, additionally taking into account the importance and general interest in the subject of the article by users. Finally, the possible business implications, limitations, and directions for future research were identifi ed

Suggested Citation

  • Kishokanth Jeganathan & Andrzej Szymkowiak, 2020. "Social Media Content Headlinesand Their Impact on Attracting Attention," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(10), pages 49-59.
    • Handle: RePEc:sgm:jmcbem:v:1:i:10:y:2020:p:49-59
    as

    Download full text from publisher

    File URL: http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_10/JMCBEM_1(10)_Jeganathan_Szymkowiak.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Simona VINEREAN, 2017. "Content Marketing Strategy. Definition, Objectives and Tactics," Expert Journal of Marketing, Sprint Investify, vol. 5(2), pages 92-98.
    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. Strzębicki Dariusz, 2022. "The use of content marketing on the websites of dairy companies," Marketing of Scientific and Research Organizations, Sciendo, vol. 46(4), pages 43-58, December.
    2. Subhalakshmi Bezbaruah & Jay Trivedi, 2020. "Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship," Vision, , vol. 24(3), pages 300-309, September.
    3. Charmaine du Plessis, 2022. "A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior," SAGE Open, , vol. 12(2), pages 21582440221, April.

    More about this item

    Keywords

    social media promotion; headlines; forward referencing; urge to read; content marketing;
    All these keywords.

    JEL classification:

    • D71 - Microeconomics - - Analysis of Collective Decision-Making - - - Social Choice; Clubs; Committees; Associations
    • A14 - General Economics and Teaching - - General Economics - - - Sociology of Economics
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

    Statistics

    Access and download statistics

    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:sgm:jmcbem:v:1:i:10:y:2020:p:49-59. 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: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/somuwpl.html .

    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.