TL;DR
This study examines the relationship between user attention and engagement on social media, considering the effect of caption text length and emojis, and confirms that attention affects engagement.
Marketers across a variety of contexts have increasingly turned to social media influencers (SMIs) to take advantage of their robust social networks to promote products and services. While research has focused on the perceived social relationship between SMIs and their followers, little attention has been given to the...
Social media platforms increasingly serve as spaces for engaging with complex and socially sensitive topics. However, users’ willingness to interact with such content is often shaped not only by the content itself but also by the design of interaction mechanisms. This study investigates how alternative interface design...
This research collects image posts of furniture firms on Facebook and extracts visual, temporal, and textual features from them using text and image analytics methods and evaluates several machine learning models to assess the drivers and the prediction power of social media engagement using the features from the data.
The findings indicate that emotional tone is strongly associated with engagement patterns, and high-arousal emotions, particularly anger and fear, generate the greatest levels of active engagement through retweets and replies, whereas calmness and sadness are more closely linked to passive engagement through likes.
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