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Title:
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IMPACT OF PROMOTIONAL SOCIAL MEDIA CONTENT
ON CLICK-THROUGH RATE - EVIDENCE
FROM A FMCG COMPANY |
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Author(s):
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Maria Madlberger and Jiri Jizdny |
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ISBN:
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978-989-8704-34-4 |
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Editors:
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Pedro Isaías and Hans Weghorn |
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Year:
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2021 |
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Edition:
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Single |
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Type:
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Full |
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First Page:
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3 |
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Last Page:
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10 |
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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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Social media are a key communication channel between businesses and their customers and an effective means to induce
customer engagement. However, there is little empirical evidence on the impact of social media marketing on the
click-through rate which ultimately contributes to profitability and financial success. This paper investigates impacts of
different attributes of social media content, i.e., image, text-based features, and a retargeting campaign, on the
click-through rate by analyzing data obtained from an e-commerce company's A/B testing. The findings show that image
posts outperform text-based posts in terms of engagement, but not for the click-through rate. Retargeting outperforms
social media campaigns in respect of the click-through rate. On the other hand, text-based features such as emojis and
seasonal vocabulary do not show a significant impact on the click-through rate. The findings allow conclusions on an
optimized allocation and design features of social media content. |
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