Comparative research on engagement in social media platforms : Using multiple measurements to analyse the attractiveness of content on social media platforms

Abstract

The research was conducted in order to analyse the engagement on social media platforms for artist with similar demographic followers. The research is conducted by quantitative research and is analysed by using the suitable marketing theories, such as the marketing mix. The main measurements used to analyse the engagement in social media platforms are the engagement rate, 1: ratio and average new followers/subscribers per posted content.