Content Strategies for Digital Consumer Engagement in Social Networks: Why Advertising Is an Antecedent of Engagement
将社交网络广告分为七类，并构建消费者参与的四级模型，发现不同广告内容对参与度的影响存在显著差异，为广告主优化内容策略提供依据。
Advertisers need to optimize their efforts on social networks to engage consumers effectively. Existing literature on this topic has not yet explained how social network advertising (SNA) can be categorized into different content types and how to conceptualize and operationalize digital consumer engagement (DCE) in social networks. Thus, we derive seven content categories for social network advertising and a four-level model for DCE based on consumers' intermediate mind-set responses. We propose the impact of different SNA categories as an antecedent of DCE. Our results confirm a significant but unequal impact of at least four content categories on various engagement metrics. We therefore distill the successful content strategies and content attributes for specific types of engagement and confirm intermediate responses to advertising in a real market situation.