In this era of social media proliferation, many companies are using social media to facilitate effective communication and manage relationships. An interesting question arises: What kinds of messages trigger customer engagement? This is an important topic in seeking to maximize customer value, as well as the motivation for this paper. With this aim, this study examined how different media characteristics (vividness and interactivity) and marketing appeals (brand centrality, emotional appeal, and incentive marketing) affect customer engagement on Facebook (likes, comments, and shares). Brand posts of four major convenience stores in Taiwan during the first quarter of 2016 were collected as the study sample (for a total of 1112 posts). The results indicated that: (1) message interactivity and incentive marketing are two critical factors in encouraging customer engagement. (2) The effects of media characteristics and marketing appeals on customer engagement slightly differ in regard to different measures employed; therefore, it is advocated that business managers refer to different engagement models according to their fan size.
英文關鍵字
brand community, customer engagement, media characteristics, marketing appeals
