Customer Engagement in Informative, Entertaining, and Remunerative Content on Social Media : Study of Facebook Posts in Three Language Learning Platforms
Sotirova, Laura (2023)
2023
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121938460
https://urn.fi/URN:NBN:fi:amk-2023121938460
Tiivistelmä
The abundance of social media platforms in recent years has made a shift among consumers. As a
result, consumers have become more proactive in their direct interactions with brands. The value of
these interactions is recognized as building engagement through their social media content. Lan guage learning platforms have been using social media as a tool for their business for over a decade
to engage with their audience, promote their brand, and grow their business. These platforms have
established a strong social media presence by regularly posting content related to language learning,
cultural events, and language news. They use a variety of content types in their social media market ing strategies, including informative content, such as language-learning tips, and language–related
articles to provide users with relevant and interesting information that can enhance their learning ex perience. Remunerative content can be an effective social media strategy to attract new users and
retain existing ones as it provides a tangible incentive to try or continue using the platform. On the
other hand, the relational content helps language learning platforms establish a sense of community
and foster a supportive language learning environment which can be essential to user motivation and
engagement.
The primary objective of this study is to enhance the Gratification theory by examining diverse forms
of social media content – namely, informative, entertaining, and remunerative content – impact cus tomer engagement in three language learning platforms on Facebook. This study analyses both visual
and textual content and looks at the congruency between the content and the brand and how the
content and its associations with the brand influence customer engagement on social media. The
study uses Facebook customer engagement data, based on comments, likes, and shares to provide
insights into the actual behaviour of consumers using Facebook as a social media platform. The so cial media data was collected from three language learning platforms, yielding a total of 72 Facebook
posts. Quantitative and qualitative content analysis was applied in this research, which involves sys tematic and numerical analysis of the data from three sources such as text, images, and videos. De scriptive statistics such as frequency distribution and contingency tables were used to summarise and
analyse the coded categories in the data set. Additionally, Spearman‘s rank correlation coefficient
was applied to identify the relationship between the variables. It provides information on the connec tion between the variables, which does not assume that the relationship is linear.
The research contributes to a nuanced understanding of content within the context of the three lan guage learning platforms, their relationship with customer engagement, and the content‘s alignment
with the brand.
result, consumers have become more proactive in their direct interactions with brands. The value of
these interactions is recognized as building engagement through their social media content. Lan guage learning platforms have been using social media as a tool for their business for over a decade
to engage with their audience, promote their brand, and grow their business. These platforms have
established a strong social media presence by regularly posting content related to language learning,
cultural events, and language news. They use a variety of content types in their social media market ing strategies, including informative content, such as language-learning tips, and language–related
articles to provide users with relevant and interesting information that can enhance their learning ex perience. Remunerative content can be an effective social media strategy to attract new users and
retain existing ones as it provides a tangible incentive to try or continue using the platform. On the
other hand, the relational content helps language learning platforms establish a sense of community
and foster a supportive language learning environment which can be essential to user motivation and
engagement.
The primary objective of this study is to enhance the Gratification theory by examining diverse forms
of social media content – namely, informative, entertaining, and remunerative content – impact cus tomer engagement in three language learning platforms on Facebook. This study analyses both visual
and textual content and looks at the congruency between the content and the brand and how the
content and its associations with the brand influence customer engagement on social media. The
study uses Facebook customer engagement data, based on comments, likes, and shares to provide
insights into the actual behaviour of consumers using Facebook as a social media platform. The so cial media data was collected from three language learning platforms, yielding a total of 72 Facebook
posts. Quantitative and qualitative content analysis was applied in this research, which involves sys tematic and numerical analysis of the data from three sources such as text, images, and videos. De scriptive statistics such as frequency distribution and contingency tables were used to summarise and
analyse the coded categories in the data set. Additionally, Spearman‘s rank correlation coefficient
was applied to identify the relationship between the variables. It provides information on the connec tion between the variables, which does not assume that the relationship is linear.
The research contributes to a nuanced understanding of content within the context of the three lan guage learning platforms, their relationship with customer engagement, and the content‘s alignment
with the brand.