A quantitative study on the impact of emotion on social media engagement and conversion

Jonathan Buffard and Angeliki Papasava
Additional contact information
Jonathan Buffard: Bottom Line Marketing
Angeliki Papasava: University of Roehampton London Online, Roehampton Lane, UK

Journal of Digital & Social Media Marketing, 2020, vol. 7, issue 4, 355-375

Abstract: Academic understanding of social media remains limited. The use of emotion in social marketing and advertising, for example, is particularly under-researched. This study aims to understand how brands leverage emotion on social media and to measure how this affects engagement and conversion. Employing an objectivist research paradigm, the authors measure and analyse the conversion and engagement metrics of 46 different social media campaigns, with a total reach of over 2.3 million people and more than 55,000 engaged participants. The study proves that, in the right conditions, emotional content can be leveraged to improve conversion and engagement rates.

Keywords: on social media; social media advertising; social media engagement; social media conversion; social media campaigns (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/5560/download/ (application/pdf)
https://hstalks.com/article/5560/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2020:v:7:i:4:p:355-375

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().