Search results

This study aims to explore the role of the linguistic style used in the brand-posted social media content on consumer engagement in the Fintech domain.

A total of 3,286 tweets (registering nearly 1.35 million impressions) published by 10 leading Fintech unicorns in India were extracted using the Twitter API. The Linguistic Inquiry and Word Count (LIWC) dictionary was used to analyse the linguistic characteristics of the shared tweets. Negative Binomial Regression (NBR) was used for testing the hypotheses.

This study finds that using drive words and cognitive language increases consumer engagement with Fintech messages via the central route of information processing. Further, affective words and conversational language drive consumer engagement through the peripheral route of information processing.

The study extends the literature on brand engagement by unveiling the effect of linguistic features used to design social media messages.

The study provides guidance to social media marketers of Fintech brands regarding what content strategies best enhance consumer engagement. The linguistic style to improve online consumer engagement (OCE) is detailed.

The study’s findings contribute to the growing stream of Fintech literature by exploring the role of linguistic style on consumer engagement in social media communication. The study’s findings indicate the relevance of the dual processing mechanism of elaboration likelihood model (ELM) as an explanatory theory for evaluating consumer engagement with messages posted by Fintech brands.

This study aims to understand the impact of content orientation, media type, and information richness on fan engagement in multi-sport global events.

The authors conducted a content analysis on Twitter posts recording over two million user impressions from the official account managed by the International Olympic Committee for India during the Tokyo Olympic Games 2020. A multivariate Poisson model using the Bayesian approach was used for analyzing data.

This study found that fan engagement is likely to be higher for player-oriented content as opposed to team-oriented content. Also, the usage of photos to enhance engagement worked better than any other media type. Finally, the results revealed that the inclusion of hashtags has a positive effect on fan engagement for tweet comments but not for like count and retweet count.

The study highlights the differences in player versus team-oriented posts in global multi-sport competitions. The findings have significant implications for practicing sport managers by informing them about key elements that drive fans to engage in online communication.

This study aims to conduct a systematic literature review on consumer behavior (CB) in Islamic banking (IB), encompassing an overview of researched contexts and topics, identifying literature gaps and proposing a comprehensive future research agenda.

By using bibliometric citation and content analysis, this study investigates 135 documents sourced from Scopus indexed publications.

This study delves into the growing field of CB in IB, offering a comprehensive understanding that encompasses influential journals, theories, research context, characteristics and methods used in IB research.

To the best of the authors’ knowledge, this study is the first to provide a comprehensive review of CB studies in the IB domain detailing research topics, prevailing theories, research settings, important variables and research methods.