The Influence of Shoppable Content Readability on Consumer Engagement in Brand Pages
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Yang, Woo-Ryeong | - |
dc.contributor.author | Shin, Min soo | - |
dc.date.accessioned | 2022-07-06T16:31:12Z | - |
dc.date.available | 2022-07-06T16:31:12Z | - |
dc.date.created | 2021-11-22 | - |
dc.date.issued | 2021-06 | - |
dc.identifier.issn | 2288-5404 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/141616 | - |
dc.description.abstract | Social media platforms have become prominent channels for e-commerce, and the role of social network sites’ (SNS) content marketing is expanding as a strategic marketing communication approach to attract and retain consumers and increase sales. In this study, we focused on South Korea market and explored the influence of linguistic complexity and informality on consumer engagement. In particular, we identified the importance of complexity, focusing on its negative effects, as well as the moderating effect of commerce features to minimize these effects. Specifically, content length, hashtags, long words, and average sentence length significantly and negatively impacted consumer engagement. The influence of emojis, an informality variable, was not statistically significant. Shoppable tags, a commerce feature that provides both advertising explicitness and shopping convenience, were a moderating factor in the influence of complexity. Our findings provide new insights for content marketing researchers, and have practical implications for social media managers and content developers. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | Korean Society of Management Information Systems | - |
dc.title | The Influence of Shoppable Content Readability on Consumer Engagement in Brand Pages | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Shin, Min soo | - |
dc.identifier.doi | 10.14329/apjis.2021.31.2.197 | - |
dc.identifier.scopusid | 2-s2.0-85112230594 | - |
dc.identifier.bibliographicCitation | Asia Pacific Journal of Information Systems, v.31, no.2, pp.197 - 219 | - |
dc.relation.isPartOf | Asia Pacific Journal of Information Systems | - |
dc.citation.title | Asia Pacific Journal of Information Systems | - |
dc.citation.volume | 31 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 197 | - |
dc.citation.endPage | 219 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.identifier.kciid | ART002736802 | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scopus | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | Consumer engagement | - |
dc.subject.keywordAuthor | Content Marketing | - |
dc.subject.keywordAuthor | Content readability | - |
dc.subject.keywordAuthor | Shoppable Tags | - |
dc.identifier.url | http://www.apjis.or.kr/common/sub/pastissues_view.asp?UID=5225&GotoPage=1&sIssue_year=2021&svolNo=vol.%2031%20no.%202&sKey=&sVal= | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
222, Wangsimni-ro, Seongdong-gu, Seoul, 04763, Korea+82-2-2220-1365
COPYRIGHT © 2021 HANYANG UNIVERSITY.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.