| Popis: |
The aim of this chapter is to investigate and empirically validate the factors contributing to consumer engagement on social media, particularly on Facebook brand pages. Using a dataset of marketing content posted on the top 100 Food and Beverage brand pages on Facebook, a qualitative study, based on an interpretive approach, has been carried out to identify the various content themes used in highly engaging posts. The results of this research demonstrate that there is a different causal impact of several content themes on consumer engagement constructs. The findings of this study permit one to better understand the determinants of consumer engagement related to the marketing content posted on Facebook brand pages and provide brand managers with valuable guidance on how to design and implement effective social media marketing strategies generating consumer engagement. |
