The Role of Social Media Content Format and Platform in Users’ Engagement Behavior
The Role of Social Media Content Format and Platform in Users’ Engagement Behavior
Hamidreza Shahbaznezhad,Rebecca Dolan,Mona Rashidirad
2021 · DOI: 10.1016/j.intmar.2020.05.001
Journal of Interactive Marketing · 472 Citações
TLDR
The results reveal that the effectiveness of social media content on users’ engagement is moderated by content context, and the findings contribute to understanding engagement and users' experience with social media.