Abstract
Research in social media marketing studies ways to increase customers’ engagement with brand-generated social media posts. This can either be done through experiments, or corpus studies of existing social media posts. Experiments have the advantage that they are controlled, but they often lack ecological validity, while for corpus studies the reverse is often true. As a case study, we construct a corpus of 1761 brand-generated Instagram posts, looking at the effect of social presence (the perception of human contact) on different engagement metrics (likes and comments), taking the effect of possible confounds (theme of slogans, funniness, time) into account. We show how social media posts can be analyzed at different levels of granularity, to establish the strength of the effect of social presence. We hope that our work will help others to isolate the impact of different variables on post engagement on social media.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 8th Conference on Computer-Mediated Communication CMC and Social Media Corpora (CMC-Corpora2021) |
| Editors | Iris Hendrickx, Lieke Verheijen, Lidwien van de Wijngaert |
| Place of Publication | Nijmegen, NL |
| Publisher | Radboud University |
| Pages | 25-29 |
| Number of pages | 5 |
| Publication status | Published - Oct 2021 |
| Event | Conference on Computer-Mediated Communication CMC and Social Media Corpora - Radboud University, Nijmegen, Netherlands Duration: 28 Oct 2021 → 29 Oct 2021 Conference number: 8 https://cmc-corpora.org/conferences/cmc-corpora2021/ |
Conference
| Conference | Conference on Computer-Mediated Communication CMC and Social Media Corpora |
|---|---|
| Abbreviated title | CMC-Corpora |
| Country/Territory | Netherlands |
| City | Nijmegen |
| Period | 28/10/21 → 29/10/21 |
| Internet address |