literature review

MKTG XXX. Assignment Two XXXXXX, xxxxxxxxxxx

Social Media & Digital Engagement: Identifying how social media facilitates different forms of engagement.

MKTG XXX Advanced Advertising and Digital Communications

XXXX, xxxxxxxxxx

Introduction

As societies advance and technologies develop, the proliferation of digitalisation is unavoidable. In this aspect, digitalisation involves this shift from traditional modes of operation to the incorporation of digital technologies into social processes, with the goal of improving them. This encompasses a systematic change and overhaul in how societies operate. This is especially relevant with the current societal climate, the rapid adoption of digitalisation practices provoked by covid-19 pandemic; working from home, connecting digitally, and a general reduction in physical interaction. An important function of operating societies is how we engage with information, communicating, accessing, processing, and creating it (Drummond et al, 2020). Social media is a recent and growing phenomenon in communicative technologies, with new applications emerging daily (Philips et al, 2014). Digitalisation has pushed the growth further bringing along with it the emergence of newer and more innovative social media platforms. Mangold et al. (2009) identifies various forms of social media types, including blogs, forums, business networks, photo-sharing platforms, social gaming, microblogs, chat apps, and social networks. The most prominent being social networking sites (Boyd et al, 2007). Although taking many forms, social media can be broadly defined as internet-based applications building from the principals of Web 2.0, allowing for the creation and exchange of user-generated content (Kaplan et al, 2010). This allowance for creation and exchange of content extends to include that created by marketing practitioners, and brand managers. The changes in consumer behaviour prompted by these new practices within such digital platforms offer opportunities and require firms to rethink their marketing strategies (Tiago et al, 2014). Specifically, initiating a form of digital engagement, which can be defined as consumers' interactions with a brand to strengthen emotional, psychological, or physical investments (Rogers et al, 2018). With the dynamic evolution and introduction of newer social media platforms, different characteristics emerge and specifically these differences can shape what and how consumers engage with content.

Research Question

Following the change of these emerging media landscapes, a growing adoption of digitalisation operations and strategies, and a change to consumer behaviours and lifestyles. It is beneficial to analyse in depth what we currently understand and know about these changes in technologies and how they may impact the way we engage with one another and society. From a practically oriented perspective, a research question is proposed:

Are social media platforms unique in characteristics and do these differences mediate the digital engagement of consumers?

Literature Background

Social media characteristics.

Currently, the most popularly used social media platforms are YouTube, WhatsApp, Instagram, WeChat, TikTok (ranked by numbers of active users in millions) and topped by Facebook, at 2853 million active users (Statista, 2021). Understandably, we can identify that the quantity of active users is by no means small. However, this puts into question why there are differences in numbers pertaining to the use of these social media platforms. Perhaps, this is due to their existing differences in the social media platforms themselves. Voorveld (2019) has identified in review, that there are indeed differences in platforms studied. Each facilitating different perspectives dependent on the chosen platform type. Further, Voorveld (2019) also highlights a key differentiating aspect in approaching the study of social media platforms. Specifically, looking at channel characteristics which refers to how an advertising message is delivered to the audience, the medium that is used to communicate said message. Through this we can better understand that social media although a medium compared to other traditional forms of media, has its own internal differences. These have been identified to encompass differences in modality, type of access, allowance of different connection or networks, as well as the longevity of accessibility to content (e.g., Snapchat versus Facebook) (Kietzmann et al, 2011). Furthermore, social presence, media richness, and different opportunities for self-representation or disclosure are also aspects of differentiating social media characteristics (Kaplan et al, 2010). These differences delineate the various forms of social media types from networking sites to virtual game worlds. Justifying these identified aspects, Strutton et al (2015), discusses differences in usage of social media types across generational differences; generation Y using social networking media, versus generation X which is reliant on email. Zhu et al (2015), differentiates social media platform types based on the usage and connectivity, sharing similarities with differences identified by Kietzmann. Distinguishing relationship type media (e.g., Facebook, WhatsApp), self-media (e.g., Twitter), creative outlets (e.g., YouTube) etc. Lastly, these differences in usage are justified in the identification that these media platform types are used alongside other media platforms including traditional media (Voorveld et al, 2018). Although there may exist similarities between social media platforms, it is generally found and discussed that there are far more differences within social media. These differences in platform types provoke questions as to how digital engagement may differ due to specific characteristics and usage opportunities.

Digital engagement with different platform types.

Engagement is an ambiguous term and can vary across different academic papers. As discussed by Rodgers, et al. (2018) these differences result from the fact that in a digital environment the abundance of channels in which information and content is delivered and accessed plays a role in how the content appears, and how the content itself can be shaped into various forms. Although there exist these ambiguous differences in perspectives, it is important to understand that engagement can be broadly viewed as the various forms of interaction in which consumers participate. Justifying this perspective towards differing engagement responses, Minton et al, (2012) discusses differences between social networking platforms (Facebook & Twitter) and how the processing of content within each platform can provide a differing outcome in consumers engagement in adopting motives and sustainable behaviours. This engagement can also differ depending on how consumers behave towards and evaluate the media platform. Including both behavioural aspects (use) and the attitude towards the platform; evaluation of attributes like personalisation, speed, and how fun it is perceived to be (Baek et al. 2018). Engagement can also differ through the structural interaction provided by social media. Gaveilanes et al. (2018) views engagement in a hierarchal structure, and the way content is facilitated towards a consumer through different platform types precedes the way consumers respond and engage. Seo et al (2018) explores the narrative elements of digital advertisements. The differences in content and messages are engaged with differently according to media characteristics and this changes the way information is processed by consumers. Voorveld et al. (2018) further identifies differences in platform types and discuss how engagement is a multidimensional psychological experience. Therefore, it can differ both qualitatively and quantitatively according to the social media platform type in which consumers engage with. Lastly, social media metrics demonstrate a quantitative measure of measuring differences in engagement. Conceptualising it has a behaviour which can be measured (Yoon et al, 2016) and differences viewed due to it requiring effort to engage as opposed to involve. The extensive adoption of digital media technologies and social media as a form of communication tool has implication in the way consumers engage with information. In particular, understanding the how to apply social media as a marketing tool provides opportunities for practitioners to engage in developing new and innovative strategies in communicating and engaging with consumers (Drummond et al, 2020).

Implications for Practitioners

As practitioners look to develop better and more effective strategies in engaging and communicating with consumers about brand etc. It is important to investigate and understand social media and view it as a unique marketing tool and medium with differences within the concept itself, which can affect consumer engagement. Following prior research, practitioners should consider three ways of approaching effective development and adoption of such changes in societal operations. The first is to establish a constant understanding of different social media platforms. Practitioners should be adaptive and flexible in identifying the different opportunities, strengths, weaknesses, and risks provided with current social media platforms the introduction of newer ones due to the dynamic nature of digital growth. Secondly, practitioners should consider the adoption of new and existing social networking sites such as TikTok in their marketing communication strategies, as they have been identified to provide the most user interactivity and usage. Lastly, practitioners should shape their content and delivery of content such as advertisements to align with the characteristics of social media marketing tools. This should also consider the selection of such tools and understanding which would be most appropriate for achieving the desired engagement by identifying appropriate measures. Measures to consider should look at both behavioural quantitative (social media usage metrics and usage type; creative content-based platform etc) as well as qualitative aspects (attitude and evaluations; how fun a platform is perceived to be).

Conclusion

Although current literature and prior research is well versed and broad in the understanding of social media characteristics and differences, as well as the knowledge pertaining to understanding digital engagement by consumers. There are still many opportunities for future research: How does platform type mediate perceived context? Do lay theories about ethics surrounding technologies moderate the effects of platform type on engagement? And lastly, does digital engagement and platform type usage differ across cultures? Digitalisation has brought along with it changes in societal operations, including new communicative technologies. Implications for both practitioners and researchers are vast in the emergence of new social media and the changes in consumer engagement.

References

Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47(1), 70-82. https://doi.org/10.1080/00913367.2017.1405755

Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of computer‐mediated Communication, 13(1), 210-230. https://doi.org/10.1111/j.1083-6101.2007.00393.x

Drummond, C., O'Toole, T., & McGrath, H. (2020). Digital engagement strategies and tactics in social media marketing. European Journal of Marketing. https://doi.org/10.1108/EJM-02-2019-0183

Gavilanes, J. M., Flatten, T. C., & Brettel, M. (2018). Content strategies for digital consumer engagement in social networks: Why advertising is an antecedent of engagement. Journal of Advertising, 47(1), 4-23. https://doi.org/10.1080/00913367.2017.1405751

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business horizons, 54(3), 241-251. https://doi.org/10.1016/j.bushor.2011.01.005

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365. https://doi.org/10.1016/j.bushor.2009.03.002

Minton, E., Lee, C., Orth, U., Kim, C. H., & Kahle, L. (2012). Sustainable marketing and social media: A cross-country analysis of motives for sustainable behaviors. Journal of advertising, 41(4), 69-84. https://doi.org/10.1080/00913367.2012.10672458

Phillips, B. J., Miller, J., & McQuarrie, E. F. (2014). Dreaming out loud on Pinterest: New forms of indirect persuasion. International Journal of Advertising, 33(4), 633-655. https://doi.org/10.2501/IJA-33-4-633-655

Rodgers, S., & Thorson, E. (2018). Special issue introduction: Digital engagement with advertising. https://doi.org/10.1080/00913367.2017.1414003

Seo, Y., Li, X., Choi, Y. K., & Yoon, S. (2018). Narrative transportation and paratextual features of social media in viral advertising. Journal of Advertising, 47(1), 83-95. https://doi.org/10.1080/00913367.2017.1405752

Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business horizons, 57(6), 703-708. https://doi.org/10.1016/j.bushor.2014.07.002

Strutton, D., Taylor, D. G., & Thompson, K. (2011). Investigating generational differences in e-WOM behaviours: for advertising purposes, does X= Y?. International Journal of Advertising, 30(4), 559-586. https://doi.org/10.2501/IJA-30-4-559-586

Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754

Voorveld, H. A. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14-26. https://doi.org/10.1080/00913367.2019.1588808

Yoon, G., Li, C., Ji, Y., North, M., Hong, C., & Liu, J. (2018). Attracting comments: Digital engagement metrics on Facebook and financial performance. Journal of Advertising, 47(1), 24-37. https://doi.org/10.1080/00913367.2017.1405753

Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business horizons, 58(3), 335-345. https://doi.org/10.1016/j.bushor.2015.01.006

1