How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or lik...

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Bibliographic Details
Main Authors: Gokhan Aydin, Nimet Uray, Gokhan Silahtaroglu
Format: Article
Language:English
Published: MDPI AG 2021-01-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
social media
customer engagement
brand fan pages
post popularity
machine learning
Facebook
Online Access:https://www.mdpi.com/0718-1876/16/4/44

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