Translated Titles

Social Media Analytics for Convenience Stores: The Effects of Media Characteristics and Marketing Appeals on Customer Engagement




劉秀雯(Hsiu-Wen Liu);林育理(Yu-Li Lin);王景萱(Ching-Hsuan Wang)

Key Words

品牌社群 ; 顧客參與 ; 媒介特質 ; 行銷訴求 ; brand community ; customer engagement ; media characteristics ; marketing appeals



Volume or Term/Year and Month of Publication

34卷4期(2017 / 12 / 01)

Page #

633 - 657

Content Language


Chinese Abstract


English Abstract

In this era of social media proliferation, many companies are using social media to facilitate effective communication and manage relationships. An interesting question arises: What kinds of messages trigger customer engagement? This is an important topic in seeking to maximize customer value, as well as the motivation for this paper. With this aim, this study examined how different media characteristics (vividness and interactivity) and marketing appeals (brand centrality, emotional appeal, and incentive marketing) affect customer engagement on Facebook (likes, comments, and shares). Brand posts of four major convenience stores in Taiwan during the first quarter of 2016 were collected as the study sample (for a total of 1112 posts). The results indicated that: (1) message interactivity and incentive marketing are two critical factors in encouraging customer engagement. (2) The effects of media characteristics and marketing appeals on customer engagement slightly differ in regard to different measures employed; therefore, it is advocated that business managers refer to different engagement models according to their fan size.

Topic Category 社會科學 > 管理學
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