Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2019 Annual Conference

Identification of Factors Influencing the Content Engagement Effect in Social Media Communication

Published: May 28, 2019


Melanie Schreiner, University of Applied Sciences Upper Austria; René Riedl, Johannes Kepler University Linz


engagement; social media; effectiveness


The increasing efforts of researchers to study content engagement in social media have led to insights regarding the configuration of content characteristics (e.g., topic and components such as photo or length). As practical recommendations based on the research efforts are frequently contradictory (e.g., should photo or video content be preferred), our research goal was to identify the major influencers of the content/engagement relation, and so we conducted both a literature and content analysis of N=45 articles to develop a framework of potential influencers in that area. The results identify factors originating from five main sources along the social media communication process: i) community, ii) context of the content, iii) medium, iv) receiver, and v) sender. Our work contributes to the body of social media research with a framework that guides future research and helps practitioners to better understand the communication process in social media.