Social media marketing communication: effect of interactivity and vividness on user engagement

Objective: The study analyzes the effect of interactivity and vividness on Facebook posts with respect to user engagement, in a higher education institutions context. Method: Quantitative and descriptive. Data was collected by direct and structured observation of 1,981 posts from 16 Higher Educati...

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Detalhes bibliográficos
Publicado no:Revista Brasileira de Marketing
Main Authors: João Coelho Soares, Aléssio Bessa Sarquis, Eric David Cohen, Thiago Coelho Soares
Formato: Artigo
Idioma:Inglês
Publicado em: Universidade Nove de Julho 2019
Assuntos:
Administración y Contabilidad
Facebook
Engagement
Digital marketing
Social media marketing
Higher Education Institution
Acesso em linha:https://www.redalyc.org/articulo.oa?id=471767357012
https://www.redalyc.org/journal/4717/471767357012/
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https://www.redalyc.org/journal/4717/471767357012/471767357012.epub
https://www.redalyc.org/journal/4717/471767357012/movil
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