Social media marketing communication: effect of interactivity and vividness on user engagement

João Coelho Soares; Aléssio Bessa Sarquis; Eric David Cohen; Thiago Coelho Soares

doi:10.5585/remark.v18i4.14321

Autores/as

João Coelho Soares Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC – Brasil. https://orcid.org/0000-0002-1339-1157
Aléssio Bessa Sarquis Universidade do Sul de Santa Catarina - Unisul http://orcid.org/0000-0001-9690-0510
Eric David Cohen Centro Universitário das Faculdades Unidas Metropolitanas (FMU), São Paulo, SP – Brasil. https://orcid.org/0000-0003-0994-1731
Thiago Coelho Soares Universidade do Sul de Santa Catarina (UNISUL), Florianópolis, SC – Brasil http://orcid.org/0000-0002-7470-6271

DOI:

https://doi.org/10.5585/remark.v18i4.14321

Palabras clave:

Digital marketing, Social media marketing, Engagement, Facebook, Higher Education Institution.

Resumen

Objective: The study analyzes the effect of interactivity and vividness on Facebook posts with respect to user engagement, in a higher education institutions context.

Method: Quantitative and descriptive. Data was collected by direct and structured observation of 1,981 posts from 16 Higher Education Institutions (HEI) and analyzed using descriptive statistics and multiple linear regression.

Originality/relevance: The study investigates a relevant theme - social media marketing communication -, whereby a knowledge gap was detected; notably, with regards to HEI and developing countries. The results indicate several relevant effects involving the post’s interactivity and vividness on Facebook that lead to user engagement.

Results: Our findings show that posts with high interactivity have an inverse influence on the number of users’ likes and comments. Posts with high vividness yield a higher quantity of likes, but a lower number of user comments and shares.

Theoretical contributions: The research broadens the understanding of Facebook posting practices in the context of HEI, providing evidence on the timing of the posts and the typology of media (interactivity and vividness). At the same time, it allows us to confirm theoretical propositions and empirical findings that emanate from the literature regarding the effect of post characteristics with respect to user engagement in social media.

Descargas

Los datos de descargas todavía no están disponibles.

Biografía del autor/a

João Coelho Soares, Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC – Brasil.

Mestre pelo Programa de Pós-Graduação em Administração (PPGA) da Universidade do Sul de Santa Catarina (UNISUL)

Doutorando pelo Programa de Pós-Graduação em Administração (PPGA) da Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC – Brasil.

Aléssio Bessa Sarquis, Universidade do Sul de Santa Catarina - Unisul

Doutor em Administração pela Universidade de São Paulo (USP) e professor do Programa de Pós-Graduação Mestrado em Administração (PPGA) da Universidade do Sul de Santa Catarina (UNISUL), Florianópolis, SC – Brasil.

Eric David Cohen, Centro Universitário das Faculdades Unidas Metropolitanas (FMU), São Paulo, SP – Brasil.

Doutor em Administração de Empresas pela Fundação Getúlio Vargas (EAESP/FGV)

Professor do Mestrado em Governança Corporativa do Centro Universitário das Faculdades Unidas Metropolitanas (FMU), São Paulo, SP – Brasil

Thiago Coelho Soares, Universidade do Sul de Santa Catarina (UNISUL), Florianópolis, SC – Brasil

Doutor em Administração pela Universidade Federal de Santa Catarina (UFSC)

Professor do Programa de Pós-Graduação Mestrado em Administração (PPGA) da Universidade do Sul de Santa Catarina (UNISUL), Florianópolis, SC – Brasil.

Citas

ACAFE – Associação Catarinense das Fundações Educacionais (2019). Conheça a ACAFE. Recuperado em 28 setembro, 2019, de http://www.new.acafe.org.br/acafe/acafe.

Almeida, R., Figueiredo, K., & Maciel, C. (2015). Proposta de diretrizes para a integração de mídias sociais para instituições de ensino superior. In Proceedings of the 6th Workshop on Human-Computer Interaction Aspects for the Social Web (Vol. 14, pp. 1-9).

Antunes, A. (2011). A utilização de redes sociais como estratégia de Marketing nas instituições de ensino superior público: estudo de caso (Master’s thesis, FEUC).

Araujo, R. (2018). Marketing científico digital e métricas de mídias sociais: indicadores-chave de desempenho de periódicos no Facebook. Informação & Sociedade: Estudos, 28(1).

Assimakopoulos, C., Antoniadis, I., Kayas, O., & Dvizac, D. (2017). Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail & Distribution Management, 45(5), 532-549.

Bocconcelli, R., Cioppi, M., Fortezza, F., Francioni, B., Pagano, A., Savelli, E., & Splendiani, S. (2018). SMEs and marketing: a systematic literature review. International Journal of Management Reviews, 20(2), 227-254.

Brasil, Presidência da República. Secretaria de Comunicação Social (2016). Pesquisa brasileira de mídia 2015: hábitos de consumo de mídia pela população brasileira. Brasília, Secom.

Brasil, Presidência da República. Casa Civil (2013). Lei nr. 12.881, de 12 de novembro de 2013. Brasília, Secom.

Brookes, E. (2010). The anatomy of a Facebook post: study on post-performance by type, day of the week, and time of day. Vitrue Inc.

Chauhan, K., & Pillai, A. (2013). Role of content strategy in social media brand communities: a case of higher education institutes in India. Journal of Product & Brand Management, 22(1), 40-51.

Chua, A., & Banerjee, S. (2015). How businesses draw attention on Facebook through incentives, vividness and interactivity. IAENG International Journal of Computer Science, 42(3), 275-281.

Coviello, N., Milley, R., & Marcolin, B. (2001). Understanding IT-enabled interactivity in contemporary marketing. Journal of interactive marketing, 15(4), 18-33.

Cvijikj, I., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.

Denzin, N., & Lincoln, Y. (Eds.). (2011). The Sage handbook of qualitative research. Sage.

De Vries, L., Gensler, S., & Leeflang, P. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.

De Vries, L., Gensler, S., & Leeflang, P. S. (2017). Effects of traditional advertising and social messages on brand-building metrics and customer acquisition. Journal of Marketing, 81(5), 1-15.

Duffett, R. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39.

Durbin, J. (1970). Testing for serial correlation in least-squares regression when some of the regressors are lagged dependent variables. Econometrica: Journal of the Econometric Society, 38(3), 410-421.

Fagerstrøm, A., & Ghinea, G. (2013). Co-creation of value in higher education: using social network marketing in the recruitment of students. Journal of Higher Education Policy and Management, 35(1), 45-53.

Flick, U. (2018). Designing qualitative research. Sage.

Fujita, M., Harrigan, P., & Soutar, G. (2017). A netnography of a university’s social media brand community: Exploring collaborative co-creation tactics. Journal of Global Scholars of Marketing Science, 27(2), 148-164.

Haneline, M. T., & Young, M. (2009). A review of intraexaminer and interexaminer reliability of static spinal palpation: a literature synthesis. Journal of Manipulative and Physiological Therapeutics, 32(5), 379-386.

Isohella, L., Oikarinen, E., Saarela, M., Muhos, M., & Nikunen, T. (2017). Perceptions of digital marketing tools in new microenterprises. In Management Challenges in a Network Economy: Proceedings of the MakeLearn and TIIM International Conference (pp. 85-95).

Ji, Y., Chen, Z., Tao, W., & Li, Z. (2019). Functional and emotional traits of corporate social media message strategies: Behavioral insights from S&P 500 Facebook data. Public Relations Review, 45(1), 88-103.

Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68.

Kozinets, R. (2015). Netnography: redefined. London: Sage.

Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.

Luarn, P., Lin, Y., & Chiu, Y. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519.

Malhotra, A., Malhotra, C., & See, A. (2013). How to create brand engagement on Facebook. MIT Sloan Management Review, 54(2), 18-20.

Mondini, L., De Souza Domingues, M., Correia, R., & Mondini, V. (2012). Redes sociais digitais: uma análise de utilização pelas instituições de ensino superior do sistema ACAFE de Santa Catarina. Revista Eletrônica de Ciência Administrativa, 11(1), 48-60.

Pereira, D., & Borges, M. (2011). Mídias sociais e instituições de ensino: uma ponte entre a escola e seus públicos. In Brazilian Symposium on Computers in Education (Simpósio Brasileiro de Informática na Educação-SBIE).

Peruta, A., & Shields, A. (2017). Social media in higher education: understanding how colleges and universities use Facebook. Journal of Marketing for Higher Education, 27(1), 131-143.

Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011.

Sarquis, A., Casagrande, J., De Morais, A., Ramos, M., & Monken, S. (2016). Mídias sociais como estratégia de marketing: estudo multicaso em instituições de ensino superior no Brasil. Revista ESPACIOS, 7(15).

Sarquis, A., Hoeckesfeld, L., Soares, J., Dias, A., & De Lima, M. (2017). Posicionamento de marca: estudo de casos em instituições comunitárias de ensino superior. Brazilian Journal of Management & Innovation, 5(1), 125-154.

Shareef, M., Mukerji, B., Dwivedi, Y., Rana, N., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.

Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.

Soares, J., Hoeckesfeld, L., Sarquis, A., Casagrande, J., De Lima, M., & Cittadin, J. (2018). Análise da popularidade de conteúdo em mídias sociais. International Journal of Business Marketing, 3(2), 016-030.

Suryawardani, I., & Wiranatha, A. (2017). Digital Marketing in Promoting Events and Festivities. A case of Sanur Village Festival. Journal of Business on Hospitality and Tourism, 2(1), 159-167.

Varadarajan, R., & Yadav, M. (2009). Marketing strategy in an Internet-enabled environment: a retrospective on the first ten years of JIM and a prospective on the next ten years. Journal of Interactive Marketing, 23(1), 11-22.