Consumer engagement behaviour over time on fitness tracker Facebook brand pages: effect of post characteristics, message appeals and marketing promotions

This research examines the influence of consumer engagement on Fitness tracker Facebook brand pages. Consumer responses from the brand posts of four prominent fitness tracker brands were examined for four years from 2015 to 2018. This study has adopted UGT to understand consumer engagement behaviour and the influence of post related content over time with respect to fitness tracker Facebook brand pages. Overall, the study found that all the fitness brands showed a decline in number of posts from 2015 to 2018 with the exception of one brand. As a consequence, consumer responses and engagement were found to have declined over time. The findings indicate that positive emotional message appeals were found to result in higher consumer engagement behaviour. The regression analysis indicates that on Facebook, message appeals might not be as effective as marketing promotions or post characteristics.