Abstract

This study empirically investigates the impacts of digital marketing contents on user engagement behaviors. Using digital storytelling as theoretical foundation, this paper identifies three categories of choices for designing digital contents, i.e., fundamental elements, structural elements, and presentation elements. Then, the study explores how these design choices enhance three different user engagement, including likes, comments, and subsequent purchases. With 12,548 posts in JD WeChat shopping circle as the empirical dataset, this study tests the hypothesizes by combining machine learning method with regression analysis. The empirical results show the design choices discriminatively impact three kinds of user engagement behaviors. The theoretical and practical implications are discussed.

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