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artigo (Escopo (facebook, Uma empresa, 943 posts), Contribuição cientifica…
artigo
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Contribuição cientifica
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provide suggestions for best practi-
ces in social network strategies analyzed under strict scientific standards using data from a top performer
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Impactos
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The study supports marketers in (re)defining when advertising efforts are effective (in terms of engagement) and considering responses to advertising other than those most traditionally considered
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motivação
Existing literature on this topic has not yet explained how social network advertising (SNA) can be categorized into different content types and how to conceptualize and operationalize digital consumer engagement (DCE) in social networks
Quais as conclusões
We therefore distill the successful content strategies and content attributes for specific types of engagement and confirm intermediate responses to advertising in a real market situation
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