Creating, contributing and consuming behaviour: How affective and rational message appeals facilitate engagement

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dc.contributor.author Dolan, Rebecca en
dc.contributor.author Conduit, J en
dc.contributor.author Fahy, J en
dc.contributor.editor Rishi, B en
dc.contributor.editor Bandyopadhyay, S en
dc.date.accessioned 2018-10-10T21:31:43Z en
dc.date.issued 2018 en
dc.identifier.isbn 9781317193951 en
dc.identifier.uri http://hdl.handle.net/2292/40541 en
dc.description.abstract The interactive properties of social media have transformed consumers from passive observers of content to active participants, who create vast quantities of user generated content through their conversations, interactions and behaviours online. This chapter focuses on the work of Muntinga and Dolan to empirically investigate the effects of social media content posted by brands on the social media engagement behaviours of consumers. It investigates how different types of content affect the intensity of a user's engagement behaviour. Engagement behaviour of low intensity is defined as consuming behaviour, of moderate intensity as contributing behaviour and of high intensity as creating behaviour. The chapter develops interesting results as to how these engagement behaviours are altered by the presence of various affective and rational message appeals. It addresses one of the challenges in the delivery and design of social media content, and focuses on a Marketing Science Institute key topic of interest; to understand how social media marketing activities create customer engagement. en
dc.publisher Routledge en
dc.relation.ispartof Contemporary issues in social media marketing en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights This is an Accepted Manuscript of a book chapter published by Routledge in Contemporary issues in social media marketing on 28 Jul 2017, available online: https://www.taylorfrancis.com/books/e/9781317193951 en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.rights.uri https://www.routledge.com/info/open_access/by_the_chapter en
dc.title Creating, contributing and consuming behaviour: How affective and rational message appeals facilitate engagement en
dc.type Book Item en
dc.identifier.doi 10.4324/9781315563312-8 en
pubs.begin-page 102 en
dc.rights.holder Copyright: The authors en
pubs.author-url https://books.google.co.nz/books?id=epcuDwAAQBAJ en
pubs.end-page 116 en
dc.rights.accessrights http://purl.org/eprint/accessRights/OpenAccess en
pubs.elements-id 542061 en
pubs.number 8 en
pubs.record-created-at-source-date 2016-09-29 en


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