{"id":9660,"date":"2025-01-21T16:55:25","date_gmt":"2025-01-21T14:55:25","guid":{"rendered":"https:\/\/anale.steconomiceuoradea.ro\/en\/?p=9660"},"modified":"2025-01-21T16:55:47","modified_gmt":"2025-01-21T14:55:47","slug":"the-effects-of-social-media-content-characteristics-on-consumer-engagement-a-systematic-literature-review","status":"publish","type":"post","link":"https:\/\/anale.steconomiceuoradea.ro\/en\/2025\/01\/21\/the-effects-of-social-media-content-characteristics-on-consumer-engagement-a-systematic-literature-review\/","title":{"rendered":"THE EFFECTS OF SOCIAL MEDIA CONTENT CHARACTERISTICS ON CONSUMER ENGAGEMENT \u2013 A SYSTEMATIC LITERATURE REVIEW"},"content":{"rendered":"<h2><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\">Flavia HERLE<\/span><\/h2>\n<p><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\"><em>Marketing Department, Faculty of Economics and Business Administration, Babe\u0219-Bolyai University, Cluj-Napoca, Romania <\/em><\/span><\/p>\n<p><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\"><a href=\"mailto:flavia.herle@econ.ubbcluj.ro\"><em>flavia.herle@econ.ubbcluj.ro<\/em><\/a><\/span><\/p>\n<p><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\"><strong>&nbsp;<\/strong><strong>Abstract:<\/strong> <em>This paper explores the relationship between social media content characteristics and consumer engagement. Utilising a systematic literature review, we analysed 89 relevant studies, highlighting key findings on how various content types, formats and other characteristics affect user engagement. Our findings reveal that while high-quality visual content generally enhances engagement, emotional appeal and interactivity are essential for fostering connections with consumers. However, we identified several gaps in the literature, which future research should address to clarify how social media content should be designed and delivered in order to maximise consumer engagement. <\/em><\/span><\/p>\n<p><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\"><strong>Keywords:<\/strong> social media; content; consumer engagement<\/span><\/p>\n<p><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\"><strong>JEL classification:<\/strong> M31<\/span><\/p>\n<p><a href=\"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-content\/uploads\/2025\/01\/AUOES.December.2024.33.pdf\"><span style=\"font-family: 'times new roman', times, serif; font-size: 12pt;\">DOWNLOAD ARTICLE<\/span><\/a><\/p>\n<p><strong>&nbsp;<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Flavia HERLE Marketing Department, Faculty of Economics and Business Administration, Babe\u0219-Bolyai University, Cluj-Napoca, Romania flavia.herle@econ.ubbcluj.ro &nbsp;Abstract: This paper explores the relationship between social media content characteristics and consumer engagement. Utilising a systematic literature review, we analysed 89 relevant studies, highlighting key findings on how various content types, formats and other characteristics affect user engagement. Our [&hellip;]<\/p>\n","protected":false},"author":123465,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[15],"tags":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p3c4cf-2vO","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/posts\/9660"}],"collection":[{"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/users\/123465"}],"replies":[{"embeddable":true,"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/comments?post=9660"}],"version-history":[{"count":2,"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/posts\/9660\/revisions"}],"predecessor-version":[{"id":9667,"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/posts\/9660\/revisions\/9667"}],"wp:attachment":[{"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/media?parent=9660"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/categories?post=9660"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anale.steconomiceuoradea.ro\/en\/wp-json\/wp\/v2\/tags?post=9660"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}