Fostering consumer engagement with marketer-generated content: the role of content-generating devices and content features

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openAccess

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Journal Title

Journal ISSN

Volume Title

A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä

Date

2022-03-25

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Mcode

Degree programme

Language

en

Pages

23
307-329

Series

INTERNET RESEARCH, Volume 32, issue 7

Abstract

Purpose: This research explores the impacts of content-generating devices (mobile phones versus personal computers) and content features (social content and achievement content) on consumer engagement with marketer-generated content (MGC) on social media. It also examines these factors' interaction effects on consumer engagement. Design/methodology/approach: The study analyzed MGC that 210 companies had posted to Sina Weibo over three years, testing the study’s proposed model with negative binomial regression analysis. Findings: The study's results show that MGC generated via mobile phones attracts more consumer engagement than MGC generated via personal computers. MGC with more social features attracts more consumer engagement, whereas MGC with more achievement features reduces consumer engagement. The authors also found that MGC with more social features generated via mobile phones and MGC with more achievement features generated via personal computers lead to more consumer engagement due to the congruency of the construal level of psychological distance. Originality/value: This research enriches the literature by exploring the effects of content-generating devices and content features on consumer engagement in the MGC context, which extends the research on consumer engagement with social media from the context of user-generated content to the MGC.

Description

Funding Information: This paper has been supported by the Sichuan Provincial Key Laboratory of Service Science and Innovation in China (KL2110). Publisher Copyright: © 2022, Qiang Yang, Hongxiu Li, Yanqing Lin, Yushi Jiang and Jiale Huo.

Keywords

Consumer engagement, Content-generating devices, Content features, Marketer-generated content, Social media

Other note

Citation

Yang, Q, Li, H, Lin, Y, Jiang, Y & Huo, J 2022, ' Fostering consumer engagement with marketer-generated content : the role of content-generating devices and content features ', Internet Research, vol. 32, no. 7, pp. 307-329 . https://doi.org/10.1108/INTR-10-2021-0787