Investigating social media activities: A study on celebrity posts

Naciye Gu liz Ugur and Merve Turkmen Barutcu
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Naciye Gu liz Ugur: Department of Management Information Systems, Sakarya University, Adapazari, Turkey
Merve Turkmen Barutcu: Department of Business, Sakarya University, Adapazari, Turkey

Journal of Advances in Humanities and Social Sciences, 2018, vol. 4, issue 2, 84-92

Abstract: Over the last decade, the body of literature investigating social media phenomena grew proportionally with the broad diffusion and adoption of social media usage among the population. Social media engagement is a precise measure of audience interest in the services of a business than the number of followers because it varies with each post and allows for further analysis of the relating post type, messaging strategy, and its sub-elements. The theoretical basis for this paper is the Media Richness Theory (MRT) by Daft and Lengel (1986), who originally made statements about the most suitable communication channel in regard to its media richness for a given communication situation. The study conducted for this paper is a quantitative data analysis. The data were gathered from a social media page with over 30,000 followers and the analysis was conducted with a sample size of 315 Facebook posts. Our study continues a thread of research which investigates the application of the MRT to social media engagement. The results of the study did not only debunk commonly accepted social media myths about post time and day of the week, they also confirmed previous studies claiming celebrity endorsement, media richness and its components to have significant effects.

Keywords: Social media; Media richness theory; Celebrity endorsement (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:apb:jahsss:2018:p:84-92

DOI: 10.20474/jahss-4.2.3

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