I “Like” It

The Effects of Social Media Platform and Message on Consumer Engagement Actions

Bibliographic Data

ID21834323
AuthorsRebecca M Achen (0000-0001-9593-4567, University of the Pacific), Ashley Stadler-Blank (0000-0002-2093-5941, Xavier University), John J Sailors (0000-0003-4481-6063, University of St. Thomas - Minnesota)
Year2024
Volume17
Issue1
Pages5-16
Publication date2024-03-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInternational Journal of Sport Communication (JOURNAL)
Journal identifiersISSN: 1936-3907 • E-ISSN: 1936-3915
PublisherHuman Kinetics (PUBLISHER)
DOI10.1123/ijsc.2023-0125
OpenAlexW4379116518
LanguageEN
Citations received4
References cited59

The academic literature reports mixed evidence on how social media platform and message impact consumer engagement. We investigated the effects of three platforms (Facebook, Instagram, and Twitter) and three message themes (sales, informational, and relationship building) on six consumer engagement actions (comment, like, search, share, talk about, and purchase) in a lab experiment. College students responded to social media posts featuring their National Collegiate Athletic Association Division I women’s basketball team. Results for platform show that participants were more likely to comment on Facebook and Twitter (vs. Instagram) and more likely to purchase on Twitter (vs. Instagram). Results for message theme show that participants were more likely to comment, like, and share informational and relationship building posts and more likely to purchase after sales posts. Results for message theme vary by gender for search and talk about (with others). These results can help sport marketers develop social media content that drives specific engagement actions

Advertising · Basketball · Business · Social media · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Impact of Technology on Adolescents · Psychology

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