How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Article


Aydin, G., Uray, N. and Silahtaroglu, G. 2021. How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market. Journal of Theoretical and Applied Electronic Commerce Research. 16, pp. 768-790. https://doi.org/10.3390/jtaer16040044
AuthorsAydin, G., Uray, N. and Silahtaroglu, G.
Abstract

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.

JournalJournal of Theoretical and Applied Electronic Commerce Research
Journal citation16, pp. 768-790
ISSN0718-1876
Year2021
PublisherMDPI
Publisher's version
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Anyone
Digital Object Identifier (DOI)https://doi.org/10.3390/jtaer16040044
Publication dates
Online25 Jan 2021
Publication process dates
Accepted19 Jan 2021
Deposited01 Mar 2021
Copyright holder© 2021 The Authors
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