Engagement on Twitter, a Closer Look from the Consumer Electronics Industry

نویسندگان

چکیده

Engagement represents the commitment and bond between a brand its customers, achieving high levels of engagement is now competitive advantage for companies. Determining index was high-cost activity organizations consumers in past decade due to time cost data collection. The massive use social networks such as Twitter allows collect without large costs, determining rate more feasible today. This research determines effect different interactions on consumer electronics industry. methodology used mixed qualitative quantitative, descriptive approach by analyzing (by regressions) 95,000 tweets from 30 companies at Consumer Electronics Show 2020. main results show that mentions represent relevant factor engagement. contribution this lies generation empirical evidence industry identification key variable their effects Twitter.

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ژورنال

عنوان ژورنال: Journal of Theoretical and Applied Electronic Commerce Research

سال: 2022

ISSN: ['0718-1876']

DOI: https://doi.org/10.3390/jtaer17020029