Examining social media posts on user engagement: A study of German automotive brands in Türkiye on Facebook

Brands are increasingly relying on social media to engage with customers, foster commercial relationships and enhance brand image. Understanding the factors that influence user engagement (reactions, shares, comments) is therefore crucial for effective digital marketing. This study investigates the impact of content shared by five German automotive brands on Facebook in Türkiye, using the elaboration likelihood model (ELM) as a theoretical framework. A total of 729 posts from 2022 were analysed using multiple regression analysis. The results indicate that shorter text, informative message cues and post vividness all have a positive influence on user engagement. In contrast, longer text and the use of hashtags were found to diminish engagement, while including URLs and specific product types in posts led only to an increase in comments. Emotional message cues, on the other hand, were shown to significantly boost the likelihood of sharing. Interestingly, the presence of emojis did not have any measurable impact on user engagement. By analysing the social media strategies of German automotive brands in the Turkish market, this study makes a valuable contribution to the marketing literature. It highlights that the effectiveness of social media marketing strategies is closely tied to a deep understanding of user behaviour and preferences. These findings offer practical insights for brands seeking to optimise their social media content to maximise user engagement and enhance brand presence. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.