Abstract
Despite the growing scholarship on social media (SM) marketing, a holistic consideration of what constitutes an informed messaging strategy has yet to emerge. Drawing on the contextual usability literature, this study proposes a Contextual Messaging Framework, encompassing four dimensions—Brand, Industry, Medium, and Action—that jointly drive the strategy, media type, and content as employed in a particular brand social media post and its subsequent effect on consumer engagement. Employing a longitudinal multiple case study of three Fortune 110 companies—Delta Airlines, Wal-Mart, and McDonald’s—we analyzed 369 Facebook posts across two six-week data collection periods. Support was obtained for all hypotheses revealing that our framework not only offers a reliable set of conceptualizations and operationalizations that can be employed by SM researchers in future SM studies, but further offers a comprehensive lens that can guide SM practitioners in the design of effective messages that result in greater consumer engagement.
Recommended Citation
Coursaris, Contantinos K. and Van Osch, Wietske, "A Contextual Messaging Framework: Informing the Design of Effective Social Media Marketing Messages" (2013). SIGHCI 2013 Proceedings. 22.
https://aisel.aisnet.org/sighci2013/22