IDEAS home Printed from https://ideas.repec.org/p/ecl/stabus/3087.html
   My bibliography  Save this paper

The Effect of Social Media Marketing Content on Consumer Engagement: Evidence from Facebook

Author

Listed:
  • Lee, Dokyun

    (University of PA)

  • Hosanagar, Kartik

    (University of PA)

  • Nair, Harikesh S.

    (Stanford University)

Abstract

We investigate the effect of social media content on customer engagement using a large-scale field study on Facebook. We content-code more than 100,000 unique messages across 800 companies engaging with users on Facebook using a combination of Amazon Mechanical Turk and state-of-the-art Natural Language Processing algorithms. We use this large-scale database of content attributes to test the effect of social media marketing content on subsequent user engagement--defined as Likes and comments--with the messages. We develop methods to account for potential selection biases that arise from Facebook's filtering algorithm, EdgeRank, that assigns messages non-randomly to users. We find that inclusion of persuasive content--like emotional and philanthropic content--increases engagement with a message. We find that informative content--like mentions of prices, availability, and product features--reduce engagement when included in messages in isolation, but increase engagement when provided in combination with persuasive attributes. Persuasive content thus seems to be the key to effective engagement. Our results inform content design strategies in social media, and the methodology we develop to content-code large-scale textual data provides a framework for future studies on unstructured natural language data such as advertising content or product reviews.

Suggested Citation

  • Lee, Dokyun & Hosanagar, Kartik & Nair, Harikesh S., 2014. "The Effect of Social Media Marketing Content on Consumer Engagement: Evidence from Facebook," Research Papers 3087, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:3087
    as

    Download full text from publisher

    File URL: http://www.gsb.stanford.edu/faculty-research/working-papers/effect-social-media-marketing-content-consumer-engagement-evidence
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tsung-Yu Chou, 2020. "Using FQFD and FGRA to Enhance the Advertising Effectiveness of Cross-Regional E-Commerce Platforms," Mathematics, MDPI, vol. 8(4), pages 1-22, April.
    2. Bharadwaj, Neeraj & Ballings, Michel & Naik, Prasad A., 2020. "Cross-Media Consumption: Insights from Super Bowl Advertising," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 17-31.
    3. Arora, Anuja & Srivastava, Aman & Bansal, Shivam, 2020. "Business competitive analysis using promoted post detection on social media," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Margarita IÅ¡oraitÄ—, 2017. "Thoretical Aspects Of Internet Advertising," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(1), pages 1-22, January.
    5. Sibei Xia & Chuanlan Liu, 2022. "Applying Machine Learning to Study the Marketing Mix's Effectiveness in a Social Marketing Context: Fashion Brands' Twitter Activities in the Pandemic," International Journal of Business Analytics (IJBAN), IGI Global, vol. 9(6), pages 1-17, October.
    6. Zanon, Johanna & Scholl-Grissemann, Ursula & Kallmuenzer, Andreas & Kleinhansl, Nikolas & Peters, Mike, 2019. "How promoting a family firm image affects customer perception in the age of social media," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 28-37.
    7. Valbona Shukarasi, 2015. "The New Albanian Company Law a Serious Effort for the Implementation of Europian Standards of Law on Commercial Company," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 1, ejes_v1_i.
    8. Francisco Alonso & Mireia Faus & Cesáreo Fernández & Sergio A. Useche, 2021. "“Where Have I Heard It?” Assessing the Recall of Traffic Safety Campaigns in the Dominican Republic," Energies, MDPI, vol. 14(18), pages 1-14, September.
    9. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Mehdi Tajpour & Elahe Hosseini & Vanessa Ratten & Behrooz Bahman-Zangi & Seydeh Mersedeh Soleymanian, 2023. "The Role of Entrepreneurial Thinking Mediated by Social Media on the Sustainability of Small and Medium-Sized Enterprises in Iran," Sustainability, MDPI, vol. 15(5), pages 1-26, March.
    11. Omar Besbes & Yonatan Gur & Assaf Zeevi, 2016. "Optimization in Online Content Recommendation Services: Beyond Click-Through Rates," Manufacturing & Service Operations Management, INFORMS, vol. 18(1), pages 15-33, February.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:ecl:stabus:3087. 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.

    We have no bibliographic references for this item. You can help adding them by using 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/gsstaus.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.