Social Media Analytics: The Effects of Endorsers and Advertising Appeals on Customer Engagement

10.6656/MR.2017.36.3.ENG.163

Hsiu-Wen Liu；Yu-Li Lin；Fang-Hsuan Wu

Brand Community ； Customer Engagement ； Endorser Type ； Advertising Appeals

管理評論

36卷3期（2017 / 07 / 01）

163 - 176

英文

Managers are concerned about their ability to foster customer engagement on social media. This concern motivated us to examine the combinations of message content that induce customer engagement on Facebook pages. Messages in product introduction posts were analyzed to explore the effects of different types of endorsers (e.g., celebrities, experts, key opinion leaders, bloggers, and ordinary persons) and advertising appeal (e.g., rational and emotional appeal) on customer engagement. We also investigated whether the effects of advertising appeal are moderated by different types of endorsers. On the basis of the number of fans that follow their Facebook pages, ten cosmetics brands available in Taiwan were selected for analysis. Media content regarding product introductions were selected as the target sample, and 1,230 message posts were collected for analysis. Our results suggest that marketers should tailor their messages according to different endorser categories.

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