社会化媒体
客户参与度
社交媒体营销
内容(测量理论)
社会参与
业务
广告
计算机科学
社会学
万维网
数学分析
社会科学
数学
作者
M.S. Balaji,Abhishek Behl,Kokil Jain,Abdullah M. Baabdullah,Mihalis Giannakis,Amit Shankar,Yogesh K. Dwivedi
标识
DOI:10.1016/j.indmarman.2023.06.011
摘要
Social media message strategy is critical in determining how customers will engage with B2B firms on social media platforms. The present study examined the role of message source (i.e., firm-generated vs. employee-generated) and message content (i.e., emojis and objective information) in determining social media engagement. Four experiments were conducted to test the proposed relationships. The study findings revealed that employee-generated content leads to higher social media engagement (i.e., intentions and behaviors) than firm-generated content. Content-based trust and engagement-based trust were found to be the underlying mechanisms by which message source impacts social media engagement. Furthermore, we observed that, for an employee-generated message, including emojis has a greater impact on customer engagement than when they are included in a firm-generated message. Finally, no evidence was found concerning the effectiveness of incorporating objective information in social media messages on customer engagement. These findings have marked implications for B2B marketers in developing effective social media message strategies.
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