TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA
In today’s digital landscape, social media platforms, particularly Facebook, play a pivotal role in shaping consumer-brand interactions, especially in high-interest sectors such as the smartphone market in Romania. This study investigates which message strategies are associated with higher levels of...
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| Format: | Article |
| Language: | English |
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University of Bucharest Publishing House
2024-12-01
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| Series: | Styles of Communication |
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| Online Access: | https://drive.google.com/file/d/1Mx-ZT-H-Op5ssz7NWveEAf_TdmH7f01p/view |
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| author | ÎMPUȘCATU ROLAND |
| author_facet | ÎMPUȘCATU ROLAND |
| author_sort | ÎMPUȘCATU ROLAND |
| collection | DOAJ |
| description | In today’s digital landscape, social media platforms, particularly Facebook, play a pivotal role in shaping consumer-brand interactions, especially in high-interest sectors such as the smartphone market in Romania. This study investigates which message strategies are associated with higher levels of user engagement on the Facebook pages of two leading smartphone brands, Samsung and Xiaomi. The research explores the dynamics between messaging strategies (informational and transformational) and user engagement, providing insights into the digital advertising strategies adopted by these brands during the crucial holiday shopping season. The findings suggest that the informational dimension, notably ration message strategy, generated different types of engagement. In particular, ration led to higher levels of sharing than ego. Furthermore, regarding reactions, ration resulted in greater engagement than ego, routine and sensory. This research contributes to understanding digital consumer engagement and provides valuable insights for marketers seeking to optimize social media strategies in the competitive smartphone market. |
| format | Article |
| id | doaj-art-938390dff04049aca45d3b4c343f3e41 |
| institution | Kabale University |
| issn | 2065-7943 2067-564X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | University of Bucharest Publishing House |
| record_format | Article |
| series | Styles of Communication |
| spelling | doaj-art-938390dff04049aca45d3b4c343f3e412025-02-04T15:04:01ZengUniversity of Bucharest Publishing HouseStyles of Communication2065-79432067-564X2024-12-0116293010.31178/SC.16.2.01TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIAÎMPUȘCATU ROLAND0https://orcid.org/0009-0002-2409-5836University of Bucharest, RomaniaIn today’s digital landscape, social media platforms, particularly Facebook, play a pivotal role in shaping consumer-brand interactions, especially in high-interest sectors such as the smartphone market in Romania. This study investigates which message strategies are associated with higher levels of user engagement on the Facebook pages of two leading smartphone brands, Samsung and Xiaomi. The research explores the dynamics between messaging strategies (informational and transformational) and user engagement, providing insights into the digital advertising strategies adopted by these brands during the crucial holiday shopping season. The findings suggest that the informational dimension, notably ration message strategy, generated different types of engagement. In particular, ration led to higher levels of sharing than ego. Furthermore, regarding reactions, ration resulted in greater engagement than ego, routine and sensory. This research contributes to understanding digital consumer engagement and provides valuable insights for marketers seeking to optimize social media strategies in the competitive smartphone market.https://drive.google.com/file/d/1Mx-ZT-H-Op5ssz7NWveEAf_TdmH7f01p/viewdigital engagementdigital persuasionfacebooklikecommentshare |
| spellingShingle | ÎMPUȘCATU ROLAND TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA Styles of Communication digital engagement digital persuasion like comment share |
| title | TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA |
| title_full | TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA |
| title_fullStr | TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA |
| title_full_unstemmed | TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA |
| title_short | TRANSFORMATIONAL OR INFORMATIONAL HOLIDAYS? AN ANALYSIS OF THE MESSAGE STRATEGIES FOR TECHNOLOGY BRANDS IN ROMANIA |
| title_sort | transformational or informational holidays an analysis of the message strategies for technology brands in romania |
| topic | digital engagement digital persuasion like comment share |
| url | https://drive.google.com/file/d/1Mx-ZT-H-Op5ssz7NWveEAf_TdmH7f01p/view |
| work_keys_str_mv | AT impuscaturoland transformationalorinformationalholidaysananalysisofthemessagestrategiesfortechnologybrandsinromania |