Inter-industry linkages: A pilot study on digital engagement
(R2024-122643)

AUTHORS

Siphiwe Dlamini, University of Cape Town; James Lappeman, University of Cape Town

ABSTRACT

The study of digital engagement, consumer experience (CX) and social media sentiment has focused on individuals and firms. To date, no studies have explored digital engagement across industries. This pilot study analyses a large sample of social media posts categorised according to four industries (banking, telecommunications, retail, insurance). By measuring net sentiment across the four industries, the pilot study was able to compare digital engagement on a volume and topic level. The results showed a vast difference in the share of digital voice between industries, with Banking having the largest share by a significant margin. In addition, the study showed various industry-specific themes related to both positive and negative engagement.