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A quantitative study on the impact of emotion on social media engagement and conversion
Journal of Digital & Social Media Marketing,
7
(4),
355-375
(2020)
Abstract
Academic understanding of social media remains limited. The use of emotion in social marketing and advertising, for example, is particularly under-researched. This study aims to understand how brands leverage emotion on social media and to measure how this affects engagement and conversion. Employing an objectivist research paradigm, the authors measure and analyse the conversion and engagement metrics of 46 different social media campaigns, with a total reach of over 2.3 million people and more than 55,000 engaged participants. The study proves that, in the right conditions, emotional content can be leveraged to improve conversion and engagement rates.
Keywords: on social media; social media advertising; social media engagement; social media conversion; social media campaigns
The full article is available to subscribers to the journal.
Author's Biography
Jonathan Buffard is a digital marketing consultant specialising in providing results and innovative solutions through social media and other digital platforms. His passion for social media has led him to seek a better understanding, both professionally and academically, on how the channel works, its effect on society and individuals, and how businesses fit into this new digital reality. Jonathan has bachelor’s degrees in international relations and public relations from Boston University. He studied digital marketing at IE Business School and was awarded an MBA from Roehampton University.
Angeliki Papasava is an academic and entrepreneur with over 15 years’ experience teaching management at various European, Asian, African and US universities and colleges. Her teaching and managerial roles include postgraduate supervision and responsibility for curriculum development and partnership initiatives with such universities as University of Roehampton London Online, IMD Business School, Edinburgh Napier University and Cambridge Education Online. She is also a part-time professor at the American College of Greece. Her PhD was awarded by the International School of Management.
