TY - GEN
T1 - Customer relationship management on facebook
T2 - IADIS International Conference WWW/Internet 2013, ICWI 2013
AU - Boehmer, Jan
N1 - Publisher Copyright:
© 2013 IADIS.
PY - 2013
Y1 - 2013
N2 - In the present study, I investigate the effects of customer relationship management on Facebook. More specifically, I assess whether addressing the audience directly leads to more engagement among members of the audience. Conducting a content analysis of 1535 Facebook status updates posted by the top 25 newspapers in the US, I find that directly addressing the audience is related to an increase in the amount of comments, but does not affect the number of likes significantly. From these results, I discuss implications for content presentation on social networking sites, the development of a unified engagement measurement on social media, and future research directions in this area.
AB - In the present study, I investigate the effects of customer relationship management on Facebook. More specifically, I assess whether addressing the audience directly leads to more engagement among members of the audience. Conducting a content analysis of 1535 Facebook status updates posted by the top 25 newspapers in the US, I find that directly addressing the audience is related to an increase in the amount of comments, but does not affect the number of likes significantly. From these results, I discuss implications for content presentation on social networking sites, the development of a unified engagement measurement on social media, and future research directions in this area.
UR - http://www.scopus.com/inward/record.url?scp=84945913900&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84945913900&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84945913900
T3 - Proceedings of the IADIS International Conference WWW/Internet 2013, ICWI 2013
SP - 51
EP - 58
BT - Proceedings of the IADIS International Conference WWW/Internet 2013, ICWI 2013
A2 - White, Bebo
A2 - Isaias, Pedro
PB - IADIS
Y2 - 22 October 2013 through 25 October 2013
ER -