Enhancing social media engagement in Japan : An empirical study of design and content factors on brand account
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- 資料種別
- 記事
- 著者・編者
- Yusuke TanakaLin Huang
- タイトル（掲載誌）
- 流通研究 = International journal of marketing & distribution / 日本商業学会 編
- 巻号年月日等（掲載誌）
- 27(1・2):2024.9
- 掲載巻
- 27
- 掲載号
- 1・2
- 掲載ページ
- 53-72
- 掲載年月日（W3CDTF）
- 2024-09
- ISSN（掲載誌）
- 1345-9015
- ISSN-L（掲載誌）
- 1345-9015
- 出版事項（掲載誌）
- [神戸] : [日本商業学会]
- 出版地（国名コード）
- JP
- 本文の言語コード
- eng
- 件名標目
- NDLC
- 対象利用者
- 一般
- 所蔵機関
- 国立国会図書館
- 請求記号
- Z71-B410
- 連携機関・データベース
- 国立国会図書館 : 国立国会図書館雑誌記事索引
- 書誌ID（NDLBibID）
- 034014451
- 整理区分コード
- 632
- 要約等
- <p>What brand post characteristics increase consumer engagement activities (e.g., the number of likes, shares, replies, etc.) on social media? Although many scholars have empirically investigated this issue by conducting content analysis of brand posts on a variety of social media, many of them targeted Facebook as the subject of their study. In addition, the study of brand posts in the context of Japan has received little academic attention. Therefore, this study attempts to contribute to the research stream by conducting an empirical investigation into the key factors that increase the engagement of brand posts on Twitter in Japan. 500 brand tweets published by SHARP, a Japanese electronics manufacturer, were collected during the months of May and August 2021. The factors were examined under a new conceptual framework that extends previous studies. The tweets were coded according to an elaborated coding scheme and analyzed using a Poisson regression model. The results indicate that entertaining content and medium interactivity (i.e., call to action) are the determinants to increase engagement of brand tweets, as suggested by previous studies. The results of this study demonstrated that brand account personality as a design element is a key determinant to increase engagement of brand tweets.</p>
- DOI
- 10.5844/jsmd.27.1-2_53
- オンライン閲覧公開範囲
- インターネット公開
- 連携機関・データベース
- 科学技術振興機構 : J-STAGE
- 要約等
- <p>What brand post characteristics increase consumer engagement activities (e.g., the number of likes, shares, replies, etc.) on social media? Although many scholars have empirically investigated this issue by conducting content analysis of brand posts on a variety of social media, many of them targeted Facebook as the subject of their study. In addition, the study of brand posts in the context of Japan has received little academic attention. Therefore, this study attempts to contribute to the research stream by conducting an empirical investigation into the key factors that increase the engagement of brand posts on Twitter in Japan. 500 brand tweets published by SHARP, a Japanese electronics manufacturer, were collected during the months of May and August 2021. The factors were examined under a new conceptual framework that extends previous studies. The tweets were coded according to an elaborated coding scheme and analyzed using a Poisson regression model. The results indicate that entertaining content and medium interactivity (i.e., call to action) are the determinants to increase engagement of brand tweets, as suggested by previous studies. The results of this study demonstrated that brand account personality as a design element is a key determinant to increase engagement of brand tweets.</p>
- DOI
- 10.5844/jsmd.27.1-2_53
- 関連情報（URI）
- 参照
- Factors influencing customer engagement with branded content in the social network sites of integrated resortsHow to grow brand post engagement on Facebook and Twitter for airlines? An empirical investigation of design and content factorsWhat is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising EffectivenessFollow Me! Global Marketers’ Twitter UseWhat Makes Brand Social Media Posts Engaging? An Integrative Framework and Future Research AgendaDoes culture matter in effectiveness of social media marketing strategy? An investigation of brand fan pagesAn experiential model of consumer engagement in social mediaWhat Motivates Consumers to Re-Tweet Brand Content?Factors influencing popularity of branded content in Facebook fan pagesBeing Human: How Anthropomorphic Presentations Can Enhance Advertising EffectivenessTweet this, not that: A comparison between brand promotions in microblogging environments using celebrity and company-generated tweetsOnline engagement factors on Facebook brand pagesPopularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media MarketingCreative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer EngagementIntroducing COBRAsTwitter and behavioral engagement in the healthcare sector: An examination of product and service companiesWhat motivates consumer to engage in microblogs? The roles of brand post characteristics and brand prestigeEffects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presenceRetweet if you please! Do news factors explain engagement?Social media engagement behaviorFootball clubs’ social media use and user engagementSoccer and Twitter: virtual brand community engagement practicesAdvertising Content and Consumer Engagement on Social Media: Evidence from FacebookSocial media marketing communication: effect of interactivity and vividness on user engagementThe Effects of Message Tone and Formats of CSR Messages on Engagement in Social MediaConsumers’ brand personality perceptions in a digital world: A systematic literature review and research agendaConsumer engagement on social media: Evidence from small retailersThe impact of pronoun choices on consumer engagement actions: Exploring top global brands' social media communicationsPersonality structure of brands on social networking sites and its effects on brand affect and trust: evidence of brand anthropomorphizationWould You Be My Friend? An Examination of Global Marketers' Brand Personification Strategies in Social MediaToward a Tweet Typology: Contributory Consumer Engagement With Brand Messages by Content TypeMessage content features and social media engagement: evidence from the media industryInfluence of Facebook brand-page posts on online engagementNewsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidanceThe Influence of B to B Social Media Message Features on Brand Engagement: A Fluency PerspectiveSay what? How the interplay of tweet readability and brand hedonism affects consumer engagementConsumers' perceptions of the dimensions of brand personalityCertainty in Language Increases Consumer Engagement on Social MediaEmoji, Playfulness, and Brand Engagement on TwitterMotivations to use social media: effects on the perceived informativeness, entertainment, and intrusiveness of paid mobile advertisingExploring social networking sites for facilitating multi-channel retailingThe roles of message appeals and orientation on social media brand communication effectivenessCommunicating effectively about CSR on TwitterContent strategies and audience response on Facebook brand pagesThe Brand Personality Effect: Communicating Brand Personality on Twitter and its Influence on Online Community EngagementVariables of Twitter´s brand activity that influence audience spreading behaviour of branded contentProposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages?The Analysis of Count Data: A Gentle Introduction to Poisson Regression and Its AlternativesDefining Virtual Reality: Dimensions Determining TelepresenceA Coefficient of Agreement for Nominal ScalesThe Measurement of Observer Agreement for Categorical DataDimensions of Brand Personality
- 連携機関・データベース
- 国立情報学研究所 : CiNii Research
- 提供元機関・データベース
- Japan Link Center雑誌記事索引データベースCrossref
- 書誌ID（NDLBibID）
- 034014451