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The Effect of Social Media Marketing Content on Consumer Engagement: Evidence from Facebook

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  • Lee, Dokyun

    (University of PA)

  • Hosanagar, Kartik

    (University of PA)

  • Nair, Harikesh S.

    (Stanford University)

Abstract

We investigate the effect of social media content on customer engagement using a large-scale field study on Facebook. We content-code more than 100,000 unique messages across 800 companies engaging with users on Facebook using a combination of Amazon Mechanical Turk and state-of-the-art Natural Language Processing algorithms. We use this large-scale database of content attributes to test the effect of social media marketing content on subsequent user engagement--defined as Likes and comments--with the messages. We develop methods to account for potential selection biases that arise from Facebook's filtering algorithm, EdgeRank, that assigns messages non-randomly to users. We find that inclusion of persuasive content--like emotional and philanthropic content--increases engagement with a message. We find that informative content--like mentions of prices, availability, and product features--reduce engagement when included in messages in isolation, but increase engagement when provided in combination with persuasive attributes. Persuasive content thus seems to be the key to effective engagement. Our results inform content design strategies in social media, and the methodology we develop to content-code large-scale textual data provides a framework for future studies on unstructured natural language data such as advertising content or product reviews.

Suggested Citation

  • Lee, Dokyun & Hosanagar, Kartik & Nair, Harikesh S., 2014. "The Effect of Social Media Marketing Content on Consumer Engagement: Evidence from Facebook," Research Papers 3087, Stanford University, Graduate School of Business.
    • Handle: RePEc:ecl:stabus:3087
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    File URL: http://www.gsb.stanford.edu/faculty-research/working-papers/effect-social-media-marketing-content-consumer-engagement-evidence
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    Cited by:

    1. Tsung-Yu Chou, 2020. "Using FQFD and FGRA to Enhance the Advertising Effectiveness of Cross-Regional E-Commerce Platforms," Mathematics, MDPI, vol. 8(4), pages 1-22, April.
    2. Bharadwaj, Neeraj & Ballings, Michel & Naik, Prasad A., 2020. "Cross-Media Consumption: Insights from Super Bowl Advertising," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 17-31.
    3. Arora, Anuja & Srivastava, Aman & Bansal, Shivam, 2020. "Business competitive analysis using promoted post detection on social media," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Margarita IÅ¡oraitÄ—, 2017. "Thoretical Aspects Of Internet Advertising," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(1), pages 1-22, January.
    5. Sibei Xia & Chuanlan Liu, 2022. "Applying Machine Learning to Study the Marketing Mix's Effectiveness in a Social Marketing Context: Fashion Brands' Twitter Activities in the Pandemic," International Journal of Business Analytics (IJBAN), IGI Global, vol. 9(6), pages 1-17, October.
    6. Zanon, Johanna & Scholl-Grissemann, Ursula & Kallmuenzer, Andreas & Kleinhansl, Nikolas & Peters, Mike, 2019. "How promoting a family firm image affects customer perception in the age of social media," Journal of Family Business Strategy, Elsevier, vol. 10(1), pages 28-37.
    7. Valbona Shukarasi, 2015. "The New Albanian Company Law a Serious Effort for the Implementation of Europian Standards of Law on Commercial Company," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 1, May - Aug.
    8. Francisco Alonso & Mireia Faus & Cesáreo Fernández & Sergio A. Useche, 2021. "“Where Have I Heard It?” Assessing the Recall of Traffic Safety Campaigns in the Dominican Republic," Energies, MDPI, vol. 14(18), pages 1-14, September.
    9. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Mehdi Tajpour & Elahe Hosseini & Vanessa Ratten & Behrooz Bahman-Zangi & Seydeh Mersedeh Soleymanian, 2023. "The Role of Entrepreneurial Thinking Mediated by Social Media on the Sustainability of Small and Medium-Sized Enterprises in Iran," Sustainability, MDPI, vol. 15(5), pages 1-26, March.
    11. Omar Besbes & Yonatan Gur & Assaf Zeevi, 2016. "Optimization in Online Content Recommendation Services: Beyond Click-Through Rates," Manufacturing & Service Operations Management, INFORMS, vol. 18(1), pages 15-33, February.

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