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1 – 1 of 1Malin Sundström, Klas Håkan Alm, Niklas Larsson and Oskar Dahlin
This paper aims to identify content strategies on social media that influence engagement and to analyze those operations to describe important features for co-creation and trust.
Abstract
Purpose
This paper aims to identify content strategies on social media that influence engagement and to analyze those operations to describe important features for co-creation and trust.
Design/methodology/approach
This paper addresses the question of how social media content can influence engagement by using a medium-sized Swedish company for an empirical case study. This empirical study is based on a participatory action research methodology. By using the company account on LinkedIn, the authors experimented with relational content to understand the effects on customer-perceived value and trust.
Findings
Results reveal that action-oriented messages had a more significant impact on engagement than product-oriented messages and value-based messages.
Originality/value
This paper builds on the existing literature in two ways: drawing upon business-to-business relationships and perceived value and using recent advances in the use of social networking sites to understand the value of co-creation through a participatory culture.
Details