Examining social media posts on user engagement: A study of German automotive brands in Türkiye on Facebook
Abstract
Brands are increasingly relying on social media to engage with customers, foster commercial relationships and enhance brand image. Understanding the factors that influence user engagement (reactions, shares, comments) is therefore crucial for effective digital marketing. This study investigates the impact of content shared by five German automotive brands on Facebook in Türkiye, using the elaboration likelihood model (ELM) as a theoretical framework. A total of 729 posts from 2022 were analysed using multiple regression analysis. The results indicate that shorter text, informative message cues and post vividness all have a positive influence on user engagement. In contrast, longer text and the use of hashtags were found to diminish engagement, while including URLs and specific product types in posts led only to an increase in comments. Emotional message cues, on the other hand, were shown to significantly boost the likelihood of sharing. Interestingly, the presence of emojis did not have any measurable impact on user engagement. By analysing the social media strategies of German automotive brands in the Turkish market, this study makes a valuable contribution to the marketing literature. It highlights that the effectiveness of social media marketing strategies is closely tied to a deep understanding of user behaviour and preferences. These findings offer practical insights for brands seeking to optimise their social media content to maximise user engagement and enhance brand presence. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Yasin Özkan is a research assistant at the Department of Business Administration at Adana Alparslan Türkeş Science and Technology University, where he is also pursuing a PhD in business administration. He completed his master’s degree in marketing at Hacettepe University. His research interests focus on social media marketing and consumer behaviour.
Onur Çelik holds a PhD in marketing, and his expertise as an associate professor is in the field of marketing at Adana Alparslan Türkeş Science and Technology University. His research interests include consumer behaviour, brand management and interdisciplinary approaches to marketing. Dr Çelik’s academic work focuses on bridging theoretical foundations with practical applications, with a strong emphasis on understanding consumer behaviour and decision-making processes. His research aims to integrate marketing with other disciplines to address current challenges in the field.
