Social Media Engagement
Keywords:
Online advertising, Media engagement, Consumer behavior, Context effects, online media and Internet marketing.Abstract
There’s no doubt that almost every business is (or at least trying to be) active on social media. But more
often than not, you’ll find companies trying to engage with their audience on social channels with no plan or strategy.
The purpose of “Social media Engagement” is to create a genuine and meaningful two-way conversation. Once that’s
established, other business goals such as brand awareness and lead generation will follow naturally. We advance two
types of engagement with online media - Personal and Social-Interactive Engagement. Our results show that both types
are positively associated with advertising effectiveness. We discuss consumer engagement with a website, provide a
systematic approach to examining the types of engagement produced by specific experiences, and show that engagement
with the media context increases advertising effectiveness.
