Electronic Resource

Article - Investigating consumers’ cognitive, emotional, and behavioral engagement in social media brand pages: A natural language processing approach Volume: 54 Halaman: 101179

---

By applying a natural language processing approach, the present study aims to reveal what features of brand
posts (i.e., post type, vividness, interactivity, and valence) may impact consumers’ behavioral, cognitive, and
emotional engagement respectively. After collecting brand posts data from a microblog website, multilevel

mixed-effects regression models were utilized to analyze the panel data set. It was found that interactive stra-
tegies, such as using interactional posts and integrating interactivity cues, are effective in stimulating all three

dimensions of consumer engagement. Post valence, or post sentiment, is positively associated with consumers’
behavioral and emotional engagement. Nevertheless, using photos or videos is found to be less effective in

motivating consumer engagement. Among these three dimensions of consumer engagement, cognitive engage-
ment is more difficult to be stimulated compared with behavioral and emotional engagement. Implications of the

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

658.8343 MA i

Penerbit

: Elsevier B.V.., 2022

Deskripsi Fisik

-

Bahasa

English

ISBN/ISSN

1567-4223

Klasifikasi

658.8343 MA i

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

Volume: 54 Halaman: 101179

Subjek

-

Info Detail Spesifik

-

Pernyataan Tanggungjawab

-

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar