Unpacking social media engagement: Exploring the role of message strategy and contextual dynamics
Bibliographic record
Abstract
To clarify the relationships between marketing strategy messages and customer engagement, this paper proposes and tests a holistic framework, including a typology of message categories (functional versus emotional), and examines how product type (utilitarian versus hedonic) and firm type (business-to-consumer versus business-to-business) affect digital user engagement. The paper analyses 103 brands collected from the Twitter (now X) social media posts. Using the official Twitter application programming interface and specific filtering criteria, the authors obtain tweets related to each brand, including original tweets, retweets, quotes and replies. The results show that advertising message types exert different effects on customer engagement on social media. In particular, the impact of functional messages on customer engagement is more significant for utilitarian products than hedonic products. This paper offers essential managerial guidance and recommended practices for effective social media marketing strategies on platforms such as Twitter. The paper also provides novel, practical insights into enhancing customer engagement in the social media context. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.006 | 0.005 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.000 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".