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Social media content for business and user engagement on Facebook
Contenu des médias sociaux d’entreprise et engagement des utilisateurs sur Facebook
[journal article]
Abstract Facebook is regularly used by businesses to present themselves to users and communicate with them. most users act passivily by simply reading and viewing a company's official homepage. Few followers adopt a more active role, such as commenting and interacting with each other and with the company, fe... view more
Facebook is regularly used by businesses to present themselves to users and communicate with them. most users act passivily by simply reading and viewing a company's official homepage. Few followers adopt a more active role, such as commenting and interacting with each other and with the company, fewer still are reactive and proactive, becoming co-creators of content. This study examines the type of content entered by businesses to stimulate user engagement, and how participation and activism is stimulated, through the creation of appropriate indexes. The results obtained uncover previously overlooked aspects of conversation and content setting, to encourage user engagement.... view less
Keywords
user; enterprise; social media; interaction; marketing; facebook
Classification
Interactive, electronic Media
Free Keywords
information content; entertainment content; incentive content
Document language
English
Publication Year
2018
Page/Pages
p. 49-73
Journal
ESSACHESS - Journal for Communication Studies, 11 (2018) 1
ISSN
1775-352X
Status
Published Version; peer reviewed