0000000001114835
AUTHOR
Wahid Risqo
Customer Engagement Enhancement on Instagram : Strategies for Small and Medium Enterprises
This study aims to examine the effects of visual aesthetics (i.e., classical and expressive) and lengths of textual information (LTI) on customer engagement (i.e., likes and comments) in the contexts of Instagram and small and medium enterprises (SMEs). Data were collected through the content analysis on Instagram, consisting of 1,147 posts, 758,462 likes, and 24,059 comments from 10 fashion SMEs in Indonesia. The results demonstrate that longer LTI can improve likes and comments. In relation to visual aesthetics, while independently it has no effect on likes and comments, it negatively affects likes when combined with medium and long LTI. Theoretically, this study extends content marketing…
How to Engage Customers on TikTok?
This research investigates the effects of marketer-generated content (i.e., emotional and rational), sounds, and influencers on digital customer engagement (i.e., likes and shares) on TikTok. Data were collected from 10 Indonesian food and beverage brands. The results confirm that emotional content generates more likes and shares than rational (i.e., informational and transactional) content. Conversely, rational (i.e., informational and transactional) posts receive more likes and shares than emotional posts. Additionally, original sounds and influencers positively influence likes and shares. This study advances social media and content marketing literature in three ways. First, this researc…