@misc{ReichsteinDostGalle, author = {Reichstein, Thomas and Dost, Florian and Galle, Clara}, title = {May I have your attention, please! Social Media Engagement does not always reflect user attention}, abstract = {User engagement with social media content is the primary currency for social media marketers. An implicit assumption is that high engagement reflects high user attention to content. Surprisingly, this assumption has not been tested, and many users may only habitually engage with content without paying much attention to it. Using an eye-tracking experiment to examine subjects' gaze trajectories across 161 social media posts, we show that attention is indeed a strong predictor of engagement. However, the strength of the prediction is moderated by text length and emojis, with surprising results. Thus, the implicit assumption that engagement reflects attention is often misplaced.}, language = {en} } @misc{GalleDostReichstein, author = {Galle, Clara and Dost, Florian and Reichstein, Thomas}, title = {Influence of entertaining content in social media marketing for a health service provider}, series = {Proceedings of the International Marketing Trends Conference}, journal = {Proceedings of the International Marketing Trends Conference}, publisher = {International Marketing Trends Conference}, isbn = {978-2-490372-18-8}, pages = {1 -- 9}, abstract = {Health providers struggle to find the right tone in their social media appearance. While informational and sometimes emotional content appears appropriate, this study suggests and tests using entertaining content. Nine real Facebook posts from a hospital in Germany are classified into three content categories: informational, emotional, and entertaining. A survey on post perception and satisfaction with the health provider finds notable differences between the three types of posts. Interestingly, while entertaining posts themselves are perceived less satisfactorily than informational or emotional posts, they lead to the highest incremental increase in satisfaction with the health care provider. The study emphasizes the relevance of integrating entertainment in social media marketing, even for serious service providers.}, language = {de} }