THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT – A SYSTEMATIC LITERATURE REVIEW
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. O...
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| Main Author: | |
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| Format: | Article |
| Language: | deu |
| Published: |
University of Oradea
2024-12-01
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| Series: | Annals of the University of Oradea: Economic Science |
| Subjects: | |
| Online Access: | https://anale.steconomiceuoradea.ro/en/wp-content/uploads/2025/01/AUOES.December.2024.33.pdf |
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| Summary: | 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. |
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| ISSN: | 1222-569X 1582-5450 |