The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing

R. Jaakonmäki, O. Müller, J. vom Brocke, in: Hawaii International Conference on System Sciences, 2017.

Download
No fulltext has been uploaded.
Conference Paper
Author
; ;
Abstract
Social media has become an important tool in establishing relationships between companies and customers. However, creating effective content for social media marketing campaigns is a challenge, as companies have difficulty understanding what drives user engagement. One approach to addressing this challenge is to use analytics on user-generated social media content to understand the relationship between content features and user engagement. In this paper we report on a quantitative study that applies machine learning algorithms to extract textual and visual content features from Instagram posts, along with creator- and context-related variables, and to statistically model their influence on user engagement. Our findings can guide marketing and social media professionals in creating engaging content that communicates more effectively with their audiences.
Publishing Year
Proceedings Title
Hawaii International Conference on System Sciences
LibreCat-ID

Cite this

Jaakonmäki R, Müller O, vom Brocke J. The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. In: Hawaii International Conference on System Sciences. ; 2017. doi:10.24251/HICSS.2017.136
Jaakonmäki, R., Müller, O., & vom Brocke, J. (2017). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. In Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2017.136
@inproceedings{Jaakonmäki_Müller_vom Brocke_2017, title={The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing}, DOI={10.24251/HICSS.2017.136}, booktitle={Hawaii International Conference on System Sciences}, author={Jaakonmäki, Roope and Müller, Oliver and vom Brocke, Jan}, year={2017} }
Jaakonmäki, Roope, Oliver Müller, and Jan vom Brocke. “The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing.” In Hawaii International Conference on System Sciences, 2017. https://doi.org/10.24251/HICSS.2017.136.
R. Jaakonmäki, O. Müller, and J. vom Brocke, “The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing,” in Hawaii International Conference on System Sciences, 2017.
Jaakonmäki, Roope, et al. “The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing.” Hawaii International Conference on System Sciences, 2017, doi:10.24251/HICSS.2017.136.

Export

Marked Publications

Open Data LibreCat

Search this title in

Google Scholar
ISBN Search