How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook
This study examines whether text characteristics in branded Facebook image posts associate with consumer engagement and brand awareness. The examined text characteristics include i) readability indices, ii) text length, and iii) number of hashtags. A dataset of 135 image posts with description texts...
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| Format: | Article |
| Language: | English |
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Elsevier
2022-04-01
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| Series: | International Journal of Information Management Data Insights |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2667096822000118 |
| _version_ | 1818161921609695232 |
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| author | Dimitris C Gkikas Katerina Tzafilkou Prokopis K Theodoridis Aristogiannis Garmpis Marios C Gkikas |
| author_facet | Dimitris C Gkikas Katerina Tzafilkou Prokopis K Theodoridis Aristogiannis Garmpis Marios C Gkikas |
| author_sort | Dimitris C Gkikas |
| collection | DOAJ |
| description | This study examines whether text characteristics in branded Facebook image posts associate with consumer engagement and brand awareness. The examined text characteristics include i) readability indices, ii) text length, and iii) number of hashtags. A dataset of 135 image posts with description texts was exported from a Fashion retail Facebook business page providing post performance metrics in terms of engagement (expressed in likes) and awareness (expressed in reaches and impressions). Positive associations were indicated between all performance metrics and the text's length, as well as the number hashtags. The readability index of Gunning Fog revealed strong associations with both engagement and awareness, while the Flesch Kincaid reading ease index was associated only with awareness metrics of reaches and impressions. Overall, the results revealed that, the posts’ text which is easy to read, long (more than 31 words, or more than 321 characters), and contains many hashtags tends to achieve higher performance of engagement and awareness. This research contributes to prior literature by shedding light on the role of text characteristics of branded messaging in social media and offering insights for brand communication and social media message strategies. |
| first_indexed | 2024-12-11T16:25:27Z |
| format | Article |
| id | doaj.art-68341dfb0cd74d3eb3c048a684824178 |
| institution | Directory Open Access Journal |
| issn | 2667-0968 |
| language | English |
| last_indexed | 2024-12-11T16:25:27Z |
| publishDate | 2022-04-01 |
| publisher | Elsevier |
| record_format | Article |
| series | International Journal of Information Management Data Insights |
| spelling | doaj.art-68341dfb0cd74d3eb3c048a6848241782022-12-22T00:58:44ZengElsevierInternational Journal of Information Management Data Insights2667-09682022-04-0121100067How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in FacebookDimitris C Gkikas0Katerina Tzafilkou1Prokopis K Theodoridis2Aristogiannis Garmpis3Marios C Gkikas4University of Patras, 2 Seferi G. Str., 30100 Agrinio, Greece; Corresponding author.International Hellenic University, 14th Km Thessaloniki, 57001, Nea Moudania, GreeceUniversity of Patras, 2 Seferi G. Str., 30100 Agrinio, GreeceUniversity of Patras, 1 Megalou Alexandrou Str., 26334, Koukouli, Patras, GreeceUniversity of Patras, 1 Megalou Alexandrou Str., 26334, Koukouli, Patras, GreeceThis study examines whether text characteristics in branded Facebook image posts associate with consumer engagement and brand awareness. The examined text characteristics include i) readability indices, ii) text length, and iii) number of hashtags. A dataset of 135 image posts with description texts was exported from a Fashion retail Facebook business page providing post performance metrics in terms of engagement (expressed in likes) and awareness (expressed in reaches and impressions). Positive associations were indicated between all performance metrics and the text's length, as well as the number hashtags. The readability index of Gunning Fog revealed strong associations with both engagement and awareness, while the Flesch Kincaid reading ease index was associated only with awareness metrics of reaches and impressions. Overall, the results revealed that, the posts’ text which is easy to read, long (more than 31 words, or more than 321 characters), and contains many hashtags tends to achieve higher performance of engagement and awareness. This research contributes to prior literature by shedding light on the role of text characteristics of branded messaging in social media and offering insights for brand communication and social media message strategies.http://www.sciencedirect.com/science/article/pii/S2667096822000118Big data analyticsFacebook analyticsPost characteristicsSocial media engagementSocial media marketingText mining |
| spellingShingle | Dimitris C Gkikas Katerina Tzafilkou Prokopis K Theodoridis Aristogiannis Garmpis Marios C Gkikas How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook International Journal of Information Management Data Insights Big data analytics Facebook analytics Post characteristics Social media engagement Social media marketing Text mining |
| title | How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook |
| title_full | How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook |
| title_fullStr | How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook |
| title_full_unstemmed | How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook |
| title_short | How do text characteristics impact user engagement in social media posts: Modeling content readability, length, and hashtags number in Facebook |
| title_sort | how do text characteristics impact user engagement in social media posts modeling content readability length and hashtags number in facebook |
| topic | Big data analytics Facebook analytics Post characteristics Social media engagement Social media marketing Text mining |
| url | http://www.sciencedirect.com/science/article/pii/S2667096822000118 |
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