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Conceptualising and measuring social media engagement: A systematic literature review

Mariapina Trunfio (trunfio@uniparthenope.it) and Simona Rossi (simona.rossi@uniparthenope.it)
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Mariapina Trunfio: University of Naples “Parthenope”
Simona Rossi: University of Naples “Parthenope”

Italian Journal of Marketing, 2021, vol. 2021, issue 3, No 7, 267-292

Abstract: Abstract The spread of social media platforms enhanced academic and professional debate on social media engagement that attempted to better understand its theoretical foundations and measurements. This paper aims to systematically contribute to this academic debate by analysing, discussing, and synthesising social media engagement literature in the perspective of social media metrics. Adopting a systematic literature review, the research provides an overarching picture of what has already been investigated and the existing gaps that need further research. The paper confirms the polysemic and multidimensional nature of social media engagement. It identifies the behavioural dimension as the most used proxy for users' level of engagement suggesting the COBRA model as a conceptual tool to classify and interpret the construct. Four categories of metrics emerged: quantitative metrics, normalised indexes, set of indexes, qualitative metrics. It also offers insights and guidance to practitioners on modelling and managing social media engagement.

Keywords: Customer engagement; Social media engagement; Social media platforms; Qualitative metrics; Quantitative metrics; Social media metrics; COBRA model (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s43039-021-00035-8

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