Listen to your customers! A study about content creation on social media to enhance customer engagement

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Abstract

It is a major challenge for many organisations to create content on social media which leads to customer engagement. The purpose of this research is to develop a framework that contains a strategy for creating content which leads to customer engagement. For developing a framework, a Design Science Research Methodology is applied. Based on the literature and expert-interviews, five elements have emerged that are essential: the goal, target audience, listening, content creation, and evaluation. The element listening, is crucial when creating content. Listening helps to discover the customer’s interests, so that an organisation can respond to this. The sub-elements of listening are: listening to influencers, listening to what is said about your brand and competitor, discovering channel preferences, discovering customer motives, and discovering customer interests. Listening allows organisations to determine several content characteristics that influences customer engagement. A case study is used in order to validate the use of the framework. The case study shows that this framework is a useful guide to determine the content for achieving customer engagement. The case study also shows that in practice little attention is paid to listening in relation to content creation.
Original languageEnglish
Title of host publicationRe-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation
Subtitle of host publicationIFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020, Tiruchirappalli, India, December 18–19, 2020, Proceedings, Part II
Place of PublicationCham
PublisherSpringer
Pages352-370
ISBN (Electronic)978-3-030-64861-9
ISBN (Print)978-3-030-64860-2
DOIs
Publication statusPublished - 11 Dec 2020
EventIFIP WG 8.6 Working Conference 2020 - Virtual Event
Duration: 17 Dec 202019 Dec 2020

Publication series

NameIFIP Advances in Information and Communication Technology
PublisherSpringer
Volume618
ISSN (Print)1868-4238
ISSN (Electronic)1868-422X

Conference

ConferenceIFIP WG 8.6 Working Conference 2020
Period17/12/2019/12/20

Keywords

  • 22/2 OA procedure

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