Investigating consumers’ cognitive, emotional, and behavioral engagement in social media brand pages: A natural language processing approach
作者：
Highlights：
• This study investigates consumers’ behavioral, cognitive and emotional engagement in social media.
• Natural language processing techniques were applied to quantify consumer-brand interactions from microblog data.
• Interactional post and interactivity cues are found to be effective in motivating all types of consumer engagement.
• Post sentiment is positively related to consumers’ behavioral and emotional engagement.
• Compared with behavioral and emotional engagement, consumers’ cognitive engagement is more difficult to be stimulated.
摘要
•This study investigates consumers’ behavioral, cognitive and emotional engagement in social media.•Natural language processing techniques were applied to quantify consumer-brand interactions from microblog data.•Interactional post and interactivity cues are found to be effective in motivating all types of consumer engagement.•Post sentiment is positively related to consumers’ behavioral and emotional engagement.•Compared with behavioral and emotional engagement, consumers’ cognitive engagement is more difficult to be stimulated.
论文关键词：Brand posts,Consumer engagement,Post characteristics,Natural language processing,Multilevel modeling
论文评审过程：Received 24 December 2021, Revised 29 April 2022, Accepted 9 July 2022, Available online 21 July 2022, Version of Record 28 July 2022.
论文官网地址：https://doi.org/10.1016/j.elerap.2022.101179
