[PDF][PDF] Social media marketing communication: effect of interactivity and vividness on user engagement
JC Soares, AB Sarquis, ED Cohen… - Revista Brasileira de …, 2019 - redalyc.org
Revista Brasileira de Marketing, 2019•redalyc.org
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 Education Institutions (HEI) and analyzed using descriptive statistics and multiple
linear regression.
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 Education Institutions (HEI) and analyzed using descriptive statistics and multiple
linear regression.
Abstract
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 Education Institutions (HEI) and analyzed using descriptive statistics and multiple linear regression.
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