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The Effects Of Social Media Content Characteristics On Consumer Engagement – A Systematic Literature Review

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  • Flavia HERLE

    (Marketing Department, Faculty of Economics and Business Administration, Babeș-Bolyai University, Cluj-Napoca, Romania)

Abstract

This paper explores the relationship between social media content characteristics and consumer engagement. Utilising a systematic literature review, we analysed 89 relevant studies, highlighting key findings on how various content types, formats and other characteristics affect user engagement. Our findings reveal that while high-quality visual content generally enhances engagement, emotional appeal and interactivity are essential for fostering connections with consumers. However, we identified several gaps in the literature, which future research should address to clarify how social media content should be designed and delivered in order to maximise consumer engagement.

Suggested Citation

  • Flavia HERLE, 2024. "The Effects Of Social Media Content Characteristics On Consumer Engagement – A Systematic Literature Review," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 33(2), pages 373-383, December.
    • Handle: RePEc:ora:journl:v:2:y:2024:i:2:p:373-383
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    References listed on IDEAS

    as
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    2. Sardar, Sainaz & Tata, Sai Vijay & Sarkar, Subhro, 2024. "Examining the influence of source factors and content characteristics of influencers' post on consumer engagement and purchase intention: A moderated analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
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    4. Dhaoui, Chedia & Webster, Cynthia M., 2021. "Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 155-175.
    5. Li, You & Chang, Yaping & Liang, Zhehao, 2022. "Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings," Journal of Business Research, Elsevier, vol. 150(C), pages 89-101.
    6. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media; content; consumer engagement;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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