Social media marketing communication: effect of interactivity and vividness on user engagement

João Coelho Soares; Aléssio Bessa Sarquis; Eric David Cohen; Thiago Coelho Soares

doi:10.5585/remark.v18i4.14321

Autores

João Coelho Soares Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC – Brasil. https://orcid.org/0000-0002-1339-1157
Aléssio Bessa Sarquis Universidade do Sul de Santa Catarina - Unisul http://orcid.org/0000-0001-9690-0510
Eric David Cohen Centro Universitário das Faculdades Unidas Metropolitanas (FMU), São Paulo, SP – Brasil. https://orcid.org/0000-0003-0994-1731
Thiago Coelho Soares Universidade do Sul de Santa Catarina (UNISUL), Florianópolis, SC – Brasil http://orcid.org/0000-0002-7470-6271

DOI:

https://doi.org/10.5585/remark.v18i4.14321

Palavras-chave:

Digital marketing, Social media marketing, Engagement, Facebook, Higher Education Institution.

Resumo

Objective: The study analyzes the effect of interactivity and vividness on Facebook posts with respect to user engagement, in a higher education institutions context.

Method: Quantitative and descriptive. Data was collected by direct and structured observation of 1,981 posts from 16 Higher Education Institutions (HEI) and analyzed using descriptive statistics and multiple linear regression.

Originality/relevance: The study investigates a relevant theme - social media marketing communication -, whereby a knowledge gap was detected; notably, with regards to HEI and developing countries. The results indicate several relevant effects involving the post’s interactivity and vividness on Facebook that lead to user engagement.

Results: Our findings show that posts with high interactivity have an inverse influence on the number of users’ likes and comments. Posts with high vividness yield a higher quantity of likes, but a lower number of user comments and shares.

Theoretical contributions: The research broadens the understanding of Facebook posting practices in the context of HEI, providing evidence on the timing of the posts and the typology of media (interactivity and vividness). At the same time, it allows us to confirm theoretical propositions and empirical findings that emanate from the literature regarding the effect of post characteristics with respect to user engagement in social media.

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Biografia do Autor

João Coelho Soares, Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC – Brasil.

Mestre pelo Programa de Pós-Graduação em Administração (PPGA) da Universidade do Sul de Santa Catarina (UNISUL)

Doutorando pelo Programa de Pós-Graduação em Administração (PPGA) da Universidade Federal de Santa Catarina (UFSC), Florianópolis, SC – Brasil.

Aléssio Bessa Sarquis, Universidade do Sul de Santa Catarina - Unisul

Doutor em Administração pela Universidade de São Paulo (USP) e professor do Programa de Pós-Graduação Mestrado em Administração (PPGA) da Universidade do Sul de Santa Catarina (UNISUL), Florianópolis, SC – Brasil.

Eric David Cohen, Centro Universitário das Faculdades Unidas Metropolitanas (FMU), São Paulo, SP – Brasil.

Doutor em Administração de Empresas pela Fundação Getúlio Vargas (EAESP/FGV)

Professor do Mestrado em Governança Corporativa do Centro Universitário das Faculdades Unidas Metropolitanas (FMU), São Paulo, SP – Brasil

Thiago Coelho Soares, Universidade do Sul de Santa Catarina (UNISUL), Florianópolis, SC – Brasil

Doutor em Administração pela Universidade Federal de Santa Catarina (UFSC)

Professor do Programa de Pós-Graduação Mestrado em Administração (PPGA) da Universidade do Sul de Santa Catarina (UNISUL), Florianópolis, SC – Brasil.

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