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The Interplay of Information Composition and Product Type on Consumer Engagement Behaviors: An Analysis of Business Facebook Brand Fan Page Posts

주경희|Yuan Yiyue
한국전문경영인학회|2023.12|전문경영인연구 (Journal of CEO and Management Studies)|제26권 제4호|pp. 117-137

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키워드

EngagementProduct type제품유형텍스트 길이Text lengthImage quantity이미지 개수소비자 참여 행동

초록

The research analyzed a dataset comprising 405 posts from automotive and cosmetics products. The choice of them not only highlights their distinct product types (experience and search goods) but also underscores their shared characteristics, such as operating in highly competitive markets and actively engaging in SNS. The findings highlight the associations between text length and product type. Longer posts were particularly prominent in case of experience goods, and the positive impact of text length on post performance metrics(Likes, Comments, and Shares) was more pronounced for experience goods than search goods. Furthermore, a higher prevalence of images in posts is observed for search goods. However, the study uncovers mixed insights regarding the impact of image quantity on post performance metrics. Specifically, it reveals that for Likes, the positive impact of image quantity is more pronounced for search goods. Conversely, for Comments and Shares, the positive impact of image quantity is more pronounced for experience goods. These findings hold academic significance in elucidating the dynamics of online consumer engagement and offer practical insights for businesses.

Abstract

The research analyzed a dataset comprising 405 posts from automotive and cosmetics products. The choice of them not only highlights their distinct product types (experience and search goods) but also underscores their shared characteristics, such as operating in highly competitive markets and actively engaging in SNS. The findings highlight the associations between text length and product type. Longer posts were particularly prominent in case of experience goods, and the positive impact of text length on post performance metrics(Likes, Comments, and Shares) was more pronounced for experience goods than search goods. Furthermore, a higher prevalence of images in posts is observed for search goods. However, the study uncovers mixed insights regarding the impact of image quantity on post performance metrics. Specifically, it reveals that for Likes, the positive impact of image quantity is more pronounced for search goods. Conversely, for Comments and Shares, the positive impact of image quantity is more pronounced for experience goods. These findings hold academic significance in elucidating the dynamics of online consumer engagement and offer practical insights for businesses.

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