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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| Format: | Article |
| Language: | deu |
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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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| _version_ | 1832590486053847040 |
|---|---|
| author | Flavia HERLE |
| author_facet | Flavia HERLE |
| author_sort | Flavia HERLE |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-a6e0b9da350b4fb4bd9838b36214e78f |
| institution | Kabale University |
| issn | 1222-569X 1582-5450 |
| language | deu |
| publishDate | 2024-12-01 |
| publisher | University of Oradea |
| record_format | Article |
| series | Annals of the University of Oradea: Economic Science |
| spelling | doaj-art-a6e0b9da350b4fb4bd9838b36214e78f2025-01-23T13:57:41ZdeuUniversity of OradeaAnnals of the University of Oradea: Economic Science1222-569X1582-54502024-12-0133237338310.47535/1991AUOES33(2)033THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT – A SYSTEMATIC LITERATURE REVIEWFlavia HERLE0Marketing Department, Faculty of Economics and Business Administration, BabeșBolyai University, Cluj-Napoca, Romania 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. https://anale.steconomiceuoradea.ro/en/wp-content/uploads/2025/01/AUOES.December.2024.33.pdfsocial mediacontentconsumer engagement |
| spellingShingle | Flavia HERLE THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT – A SYSTEMATIC LITERATURE REVIEW Annals of the University of Oradea: Economic Science social media content consumer engagement |
| title | THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT – A SYSTEMATIC LITERATURE REVIEW |
| title_full | THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT – A SYSTEMATIC LITERATURE REVIEW |
| title_fullStr | THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT – A SYSTEMATIC LITERATURE REVIEW |
| title_full_unstemmed | THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT – A SYSTEMATIC LITERATURE REVIEW |
| title_short | THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT – A SYSTEMATIC LITERATURE REVIEW |
| title_sort | effects of social media content characteristics on consumer engagement a systematic literature review |
| topic | social media content consumer engagement |
| url | https://anale.steconomiceuoradea.ro/en/wp-content/uploads/2025/01/AUOES.December.2024.33.pdf |
| work_keys_str_mv | AT flaviaherle theeffectsofsocialmediacontentcharacteristicsonconsumerengagementasystematicliteraturereview AT flaviaherle effectsofsocialmediacontentcharacteristicsonconsumerengagementasystematicliteraturereview |