Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

The Influence of Shoppable Content Readability on Consumer Engagement in Brand Pages

  • Woo-Ryeong Yang (Graduate School of Business Administration, Hanyang University) ;
  • Minsoo Shin (School of Business, Hanyang University)
  • Received : 2021.02.23
  • Accepted : 2021.06.01
  • Published : 2021.06.30
Download PDF
⟨ Previous Next ⟩

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.

Keywords

References

  1. Alter, A. L., and Oppenheimer, D. M. (2009). Uniting the tribes of fluency to form a metacognitive nation. Personality and Social Psychology Review, 13(3), 219-235. https://doi.org/10.1177/1088868309341564
  2. Animalz. (2018). How to optimize our Instagram account for shopping (with examples). Retrieved from https://adespresso.com/blog/instagram-shoppable-tags
  3. Ansary, K. H., Tran, A. T., and Tran, N. K. (2013, September). A pipeline tweet contextualization system at INEX 2013. In CLEF, Working Notes.
  4. Archak, N., Ghose, A., and Ipeirotis, P. G. (2011). Deriving the pricing power of product features by mining consumer reviews. Management Science, 57(8), 1485-1509. https://doi.org/10.1287/mnsc.1110.1370
  5. Arguello, J., Butler, B. S., Joyce, E., Kraut, R., Ling, K. S., Rose, C., and Wang, X. (2006). Talk to me: Foundations for successful individual-group interactions in online communities. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 959-968.
  6. Ashley, C., and Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27. https://doi.org/10.1002/mar.20761
  7. Bae, B. R. (2015). Analyses of moderating and mediating effects with SPSS/Amos/LISREL/SmartPLS. Seoul: Chungnam Publishing.
  8. Baron, R. M., and Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  9. Bowden J. L. H. (2009). The process of consumer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74. https://doi.org/10.2753/MTP1069-6679170105
  10. Bowlby, J. (1979). On knowing what you are not supposed to know and feeling what you are not supposed to feel. The Canadian Journal of Psychiatry, 24(5), 403-408. https://doi.org/10.1177/070674377902400506
  11. Brodie, R. J., Ilic, A., Juric, B., and Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.
  12. Cha, M. K., and Lee, H. J. (2018). How SNS brand personality affect mobile native ad attitude. The Journal of the Korea Content Association, 18(1), 452-464. https://doi.org/10.5392/JKCA.2018.18.01.452
  13. Chall, J. S., and Dale, E. (1995). Readability revisited: The new Dale-Chall readability formula. Brookline Books.
  14. Choi, Y. R. (2011). Paradigm characteristics of social marketing and its promotion strategies. The e-Business Studies, 12(2), 343-362. https://doi.org/10.15719/GEBA.12.2.201106.343
  15. Cvijikj, I. P., and Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861. https://doi.org/10.1007/s13278-013-0098-8
  16. Davis, S. W., Horvath, C., Gretry, A., and Belei, N. (2019). Say what? How the interplay of tweet readability and brand hedonism affects consumer engagement. Journal of Business Research, 100, 150-164. https://doi.org/10.1016/j.jbusres.2019.01.071
  17. De Vries, L., Gensler, S., and Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
  18. De Vries, N. J., and Carlson, J. (2014). Examining the drivers and brand performance implications of consumer engagement with brands in the social media environment. Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18
  19. Delin, J., and Oberlander, J. (2005). Cleft constructions in context: Some suggestions for research methodology. Ms., University of Stirling.
  20. Deng, Q., Hine, M., Ji, S., and Wang, Y. (2020). Investigating the impacts of brand social media posts' linguistic styles on consumer engagement. In Proceedings of the 53rd Hawaii International Conference on System Sciences.
  21. Dod, R. (2018). 5 Reasons your ecommerce brand should consider shoppable Instagram posts. Retrieved from https://www.visiture.com/blog/5-reasons-your-ecommerce-brand-should-consider-shoppable-instagram-posts
  22. Drago, C., Ginesti, G., Pongelli, C., and Sciascia, S. (2018). Reporting strategies: What makes family firms beat around the bush? Family-related antecedents of annual report readability. Journal of Family Business Strategy, 9(2), 142-150. https://doi.org/10.1016/j.jfbs.2017.11.006
  23. DuBay, W. H. (2004). The principles of readability. Online Submission.
  24. Dwyer, P. (2007). Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), 63-79. https://doi.org/10.1002/dir.20078
  25. Facebook for Business. (2020). Retrived from https://ko-kr.facebook.com/business/profiles
  26. Flesch, R. (1948). A new readability yardstick. Journal of Applied Psychology, 32(3), 221-233. https://doi.org/10.1037/h0057532
  27. Francois, T., and Miltsakaki, E. (2012, June). Do NLP and machine learning improve traditional readability formulas? In Proceedings of the First Workshop on Predicting and Improving Text Readability for TargetRreader Populations, 49-57.
  28. Fylan, J. (2018). Instagram shoppable posts: Why you need to be using them now. Retrieved from https://www.falcon.io/insights-hub/topics/consumer-engagement/instagram-shoppable-posts-2018/
  29. Geyser, W. (2018). Instagram shopping-Five things we know about shoppable posts (and one thing we don't). Retrieved from https://influencermarketinghub.com/instagram-shopping-photo-tags/
  30. Gretry, A., Horvath, C., Belei, N., and van Riel, A. C. (2017). "Don't pretend to be my friend!" When an informal brand communication style backfires on social media. Journal of Business Research, 74, 77-89.
  31. Gunning, R. (1952). Technique of clear writing. United States: McGraw-Hill.
  32. Hendriks, B., Van Meurs, F., and Poos, C. (2017). Effects of difficult and easy English slogans in advertising for Dutch consumers. Journal of Current Issues & Research in Advertising, 38(2), 184-196. https://doi.org/10.1080/10641734.2017.1291384
  33. Hund, E., and McGuigan, L. (2019). A shoppable life: Performance, selfhood, and influence in the social media storefront. Communication, Culture, and Critique, 12(1), 18-35. https://doi.org/10.1093/ccc/tcz004
  34. Jackson, A. (2020). Shoppable images: What are they and how they can increase brand sales and trust. Retrieved from https://www.the-next-tech.com/business/shoppable-images-what-are-they-and-how-they-can-increase-brand-sales-and-trust/
  35. Jepsen, A. L., and Jensen, M. B. (2007). What are the rising stars in online marketing communications? In Corporate and Marketing Communications Confere nce in London (cmc), AAAI Press, pp. 114-124.
  36. Jones, Q., Ravid, G., and Rafaeli, S. (2004). Information overload and the message dynamics of online interaction spaces: A theoretical model and empirical exploration. Information Systems Research, 15(2), 194-210.
  37. Kang, H. C. (2017). Credibility on online native advertising users: An exploratory study focusing on the explicitness of advertisement. Master's Thesis, Seoul National University, Seoul.
  38. Kang, S. H. (2019). Why are shoppable tags so influential? Retrieved from https://www.mobiinside.co.kr/2019/05/31/xang88-sns
  39. Kim, E. H., Yoo, D. H., and Doh, S. J. (2019a). Building brand loyalty on Facebook brand fan pages : Mediating role of parasocial interaction and moderating effect of self-construal. Journal of Media Economics & Culture, 17(1), 47-82.
  40. Kim, G. Y., and Lee, W. J. (2017). A study on the influence of social media (SNS) content type of corporate marketing to user purchase intention: Focusing on the mediating effect of satisfaction and the moderating effect of individual characteristics. Asia-Pacific Journal of Business Venturing and Entrepreneurship, 12(3), 75-86. https://doi.org/10.16972/apjbve.12.3.201706.75
  41. Kim, W. B., Kim, D. S., and Park, J. S. (2019b). The effects of hashtag type on evaluations of influencer and fashion information and consumer responses. Journal of the Korean Society of Clothing and Textiles, 43(1), 1-16. https://doi.org/10.5850/JKSCT.2019.43.1.1
  42. Kim, Y. M., Jeong, S. J., and Lee, S. J. (2014). A study on the stock market prediction based on sentiment analysis of social media. Entrue Journal of Information Technology, 13(3), 59-69.
  43. Klare, G. R. (1963). Measurement of readability. United States: Iowa State University Press.
  44. Kunz, W. H., and Jahn, B. (2012). Serving in an online world: How to react on negative electronic word-of-mouth. Marketing in the Socially-Networked World: Challenges of Emerging, Stagnant, and Resurgent Markets, 472.
  45. Kwok, L., and Yu, B. (2013). Spreading social media messages on Facebook: An analysis of restaurant business-to-consumer communications. Cornell Hospitality Quarterly, 54(1), 84-94.
  46. Labrecque, L. I. (2014). Fostering consumer-brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
  47. Ledgerwood, A., and Shrout, P. E. (2011). The trade-off between accuracy and precision in latent variable models of mediation processes. Journal of Personality and Social Psychology, 101(6), 1174-1188. https://doi.org/10.1037/a0024776
  48. Lee, D., Hosanagar, K., and Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-5131.
  49. Lee, J. H. (2020). Instagram-based 6 marketing tactics. Retrieved from http://www.klnews.co.kr/news/articleView.html?idxno=121785
  50. Lee, J. H., Ock, J. W., and Yun, D. H. (2011). Structural relationship of content trait, identification, loyalty on online brand community. The Journal of the Korea Content Association, 11(2), 385-396. https://doi.org/10.5392/JKCA.2011.11.2.385
  51. Lipsman, A., Mudd, G., Rich, M., and Bruich, S. (2012). The power of "like": How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1), 40-52. https://doi.org/10.2501/JAR-52-1-040-052
  52. Liu, Z., and Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140-151. https://doi.org/10.1016/j.tourman.2014.09.020
  53. Mariani, M. M., Di Felice., M., and Mura, M. (2016). Facebook as a destination marketing tool: Evidence from Italian regional destination management organizations. Tourism Management, 54, 321-343. https://doi.org/10.1016/j.tourman.2015.12.008
  54. Mc Laughlin, G. H. (1969). SMOG grading: A new readability formula. Journal of Reading, 12(8), 639-646.
  55. McArthur, T. (2013). English as an Asian language. English Today, 19(2), 19-22. https://doi.org/10.1017/S0266078403002049
  56. Ministry of Food and Drug Safety. (2018). 8 companies and SNS influencers were detected for their SNS false advertising.
  57. Mosquera, A., and Moreda, P. (2012). A qualitative analysis of informality levels in web 2.0 texts: The Facebook case study. In Proceedings of the LREC Workshop:@ NLP Can U Tag# User Generated Content 23-29.
  58. Novak, P. K., Smailovic, J., Sluban, B., &Mozetic, I. (2015). Sentiment of emojis. PloS One, 10(12), e0144296.
  59. Pancer, E., Chandler, V., Poole, M., and Noseworthy, T. J. (2019). How readability shapes social media engagement. Journal of Consumer Psychology, 29(2), 262-270. https://doi.org/10.1002/jcpy.1073
  60. Ranganathan, C., and Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457-465. https://doi.org/10.1016/S0378-7206(01)00112-4
  61. Rogers, C. (2018). Instagram on why brands shouldn't see shoppable posts as a threat. Retrieved from https://www.marketingweek.com/instagram-shoppable-threat
  62. Rohm, A., Kaltcheva, V. D., and Milne, G. R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing, 7(4), 295-311. https://doi.org/10.1108/JRIM-01-2013-0009
  63. Rubin, A. M., and Step, M. M. (2000). Impact of motivation, attraction, and parasocial interaction on talk radio listening. Journal of Broadcasting & Electronic Media, 44(4), 635-654. https://doi.org/10.1207/s15506878jobem4404_7
  64. Ruekert, R. W., and Walker Jr, O. C. (1987). Marketing's interaction with other functional units: A conceptual framework and empirical evidence. Journal of Marketing, 51(1), 1-19. https://doi.org/10.1177/002224298705100101
  65. Sabate, F., Berbegal-Mirabent, J., Canabate, A., and Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011.
  66. Schultz, C. D. (2016, August). Driving likes, comments, and shares on social networking sites: How post characteristics affect brand interactions in apparel retailing. In Proceedings of the 18th Annual International Conference on Electronic Commerce: e-Commerce in Smart Connected World, 1-9.
  67. Seo, S. H. (2017). An empirical study of the influence of SNS engagement and perceived intrusiveness on the advertising avoidance in social media native ads. Journal of Speech, Media & Communication Research, 16(3), 151-196.
  68. Socialbakers. (2020). Facebook pages stats in South Korea. Retrieved from https://www.socialbakers.com/statistics/facebook
  69. Son, J. Y., and Kang, I. W. (2017). The effect of native advertising credibility on social media advertising effectiveness. The e-Business Studies, 18(3), 21-37. https://doi.org/10.15719/GEBA.18.3.201706.21
  70. Statista, Q. (2016). Number of monthly active Facebook users worldwide as of 4th quarter 2015.
  71. Sun, Z., Rong, W., Shen, Y., Ouyang, Y., Li, C., and Xiong, Z. (2014, December). Influencing factors analysis of people's answering behaviours on social network based questions. In 2014 IEEE 11th Intl Conf on Ubiquitous Intelligence and Computing and 2014 IEEE 11th Intl Conf on Autonomic and Trusted Computing and 2014 IEEE 14th Intl Conf on Scalable Computing and Communications and Its Associated Workshops, 196-203.
  72. Um, N. H. (2020). Millennial consumers' attitude toward SNS false and exaggerative advertising through in-depth interviews. Journal of Digital Convergence, 18(10), 459-467. https://doi.org/10.14400/JDC.2020.18.10.459
  73. Venturi, G., Bellandi, T., Dell'Orletta, F., and Montemagni, S. (2015). NLP-based readability assessment of health-related texts: A case study on Italian informed consent forms. In Proceedings of the Sixth International Workshop on Health Text Mining and Information Analysis, 131-141.
  74. Wojdynski, B. W., and Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168. https://doi.org/10.1080/00913367.2015.1115380
  75. Wu, M., Huang, Y., Li, R., Bortree, D. S., Yang, F., Xiao, A., and Wang, R. (2016). A tale of two sources in native advertising: Examining the effects of source credibility and priming on content, organizations, and media evaluations. American Behavioral Scientist, 60(12), 1492-1509.
  76. Yeun Chun, K., Hee Song, J., Hollenbeck, C. R., and Lee, J. H. (2014). Are contextual advertisements effective? The moderating role of complexity in banner advertising. International Journal of Advertising, 33(2), 351-371.
  77. Zeithaml, V. A., Parasuraman, A., and Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49(2), 33-46. https://doi.org/10.1177/002224298504900203