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A quantitative study on the impact of emotion on social media engagement and conversion

Author

Listed:
  • Buffard, Jonathan

    (Bottom Line Marketing)

  • Papasava, Angeliki

    (University of Roehampton London Online, Roehampton Lane, UK)

Abstract

Academic understanding of social media remains limited. The use of emotion in social marketing and advertising, for example, is particularly under-researched. This study aims to understand how brands leverage emotion on social media and to measure how this affects engagement and conversion. Employing an objectivist research paradigm, the authors measure and analyse the conversion and engagement metrics of 46 different social media campaigns, with a total reach of over 2.3 million people and more than 55,000 engaged participants. The study proves that, in the right conditions, emotional content can be leveraged to improve conversion and engagement rates.

Suggested Citation

  • Buffard, Jonathan & Papasava, Angeliki, 2020. "A quantitative study on the impact of emotion on social media engagement and conversion," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 7(4), pages 355-375, March.
    • Handle: RePEc:aza:jdsmm0:y:2020:v:7:i:4:p:355-375
    as

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    More about this item

    Keywords

    on social media; social media advertising; social media engagement; social media conversion; social media campaigns;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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