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Title:
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CUSTOMER RELATIONSHIP MANAGEMENT ON FACEBOOK: THE EFFECT OF DIRECT APPEALS ON ENGAGEMENT WITH ONLINE NEWS |
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Author(s):
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Jan Boehmer |
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ISBN:
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978-989-8533-16-6 |
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Editors:
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Bebo White and Pedro Isaías |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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Social Networks; e-Commerce; Engagement; Audience Relationship Management; Content Analysis |
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Type:
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Full Paper |
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First Page:
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51 |
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Last Page:
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58 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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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. |
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