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http://dx.doi.org/10.15813/kmr.2022.23.2.011

Can Online Community Managers Enhance User Engagement?: Evidence from Anonymous Social Media Postings  

Kim, Hyejeong (Yonsei University)
Hwang, Seungyeup (Yonsei University)
Kwak, Youshin (Yonsei University)
Choi, Jeonghye (Yonsei University)
Publication Information
Knowledge Management Research / v.23, no.2, 2022 , pp. 211-228 More about this Journal
Abstract
As social media marketing becomes prevalent, it is necessary to understand the administrative role of managers in promoting user engagement. However, little is known about how community managers enhance user engagement in social media. In this research, we study how managers can boost online user participation, including clicking likes and writing comments. Using the SUR (Seemingly Unrelated Regression) model, we find out that the active participation of managers increases user engagement of both passive (likes) and active (comments) ones. In addition, we find that the number of emotional words included in posts has a positive effect on the passive engagement whereas it negatively affects the active engagement. Lastly, the congruency between posts and comments positively affects users' passive engagement. This study contributes to prior literature related to online community management and text analyses. Furthermore, our findings offer managerial insights for practitioners and social media managers to further facilitate user engagement.
Keywords
Seemingly Unrelated Regression; Natural Language Processing; Online Community Management; User Engagement;
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Times Cited By KSCI : 2  (Citation Analysis)
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