Engaging their community on social media is what all community and brand managers are striving for. Social media may be the best place to interact with audiences, but without clear understanding of the psychology of how people engage, brand efforts may fall flat and fail to reap the expected social media ROI.
In my latest paper, I discover top characteristics of social media engagement every manager should keep on top of their mind.
The paper goes on to explains in more detail driving factors of social media engagement and its benefits for brands. It is forthcoming in the Journal of Marketing Management.
This material was originally posted on the author’s personal blog on 1 March 2017, and is reposted here with their permission.
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Read the original research article: Dessart, L. (2017). Social media engagement: a model of antecedents and relational outcomes. Journal of Marketing Management. http://dx.doi.org/10.1080/0267257X.2017.1302975
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