@misc{ReichsteinBruschMeierzuUmmeln, author = {Reichstein, Thomas and Brusch, Ines and Meier zu Ummeln, Rebecca}, title = {Social Media Marketing in the Event Industry: An Empirical Study to Determine Factors Influencing the Distribution of Events}, series = {Archives of Data Science, Series A}, volume = {6}, journal = {Archives of Data Science, Series A}, number = {2}, issn = {2363-9881}, pages = {16}, abstract = {Digitization offers great potential for many areas, including event marketing. Newsletters and social media are already being used successfully by companies to draw attention to their events. Social media marketing can help to increase the reach of events. In this context, it is important to understand which factors influence the intention to interact and interest in event announcements. Using an image manipulation experiment, we examined the influence of four framework conditions on event announcements: Image (present vs. absent), number of persons interested (high vs. low), title length (long vs. short), and relationship information (present vs. absent). The results showed that event announcements with an image elicit significantly higher intention to interact. In addition, interest increases significantly when relationship information is present in the ad (when there is a basic interest in the event). Furthermore, we analyzed the influence of emotionality of event images. We show that emotionality is positively significantly correlated with the intention to interact and interest.}, language = {en} } @misc{ReichsteinDost, author = {Reichstein, Thomas and Dost, Florian}, title = {Attention please! How attention drives social media engagement}, series = {Proceedings International Marketing Trends Conference 2024, Venice}, journal = {Proceedings International Marketing Trends Conference 2024, Venice}, isbn = {978-2-490372-18-8}, pages = {7}, abstract = {Social media has become an integral part of Internet usage, with billions of users worldwide. Therefore, it is increasingly important for marketers to understand how to optimize one of the most important variables for success: Engagement. This study examines the relationship between user attention and engagement on social media, considering the effect of caption text length and emojis. Using an eye-tracking experiment, we measure user attention and engagement (likes, clicks, comments) for 161 social media posts. Our results confirm that attention affects engagement. Furthermore, we show that text length and emojis moderate this relationship. This study makes an important contribution to understanding one of the most important mechanisms for driving engagement.}, language = {en} } @misc{ReichsteinBruschDostetal., author = {Reichstein, Thomas and Brusch, Ines and Dost, Florian and Brusch, Michael}, title = {Captivate Your Audience: Suggestions for Enhancing Social Media Engagement Through Captions}, series = {AMA Winter Academic Conference Proceedings, St. Pete Beach, Florida, on February 23-25, 2024}, journal = {AMA Winter Academic Conference Proceedings, St. Pete Beach, Florida, on February 23-25, 2024}, editor = {Cross, Samantha and Saboo, Alok}, publisher = {American Marketing Association}, address = {Chicago, IL}, isbn = {978-0-87757-018-9}, pages = {570 -- 572}, abstract = {Engagement is important for the success of social media offers. Accordingly, the goal of responsible social media managers is to generate the maximum engagement with their content. Extant research has already addressed the factors that are related to the creation of compelling content. However, very little attention has been paid to the caption, and thus to a part of the social media post that can be easily changed. Our aim is to measure the impact of caption characteristics on engagement. We use, text length, number of emojis, and hashtags as caption variables, as well as comments, likes, and shares as engagement variables. In two different datasets, one from a merchandise online store (Facebook, Study 1) and another from a travel influencer (Instagram, Study 2) we find a similar robust result: the analyses reveal s a non-linear relationship between caption text length and engagement that follows an inverted U-shape. It follows that, contrary to previous assumptions, longer captions of around 600 characters should be used to in¬crease engagement. Estimations show that an increase in engagement of about 20\% is possible.}, language = {en} } @misc{ReichsteinBruschDostetal., author = {Reichstein, Thomas and Brusch, Ines and Dost, Florian and Brusch, Michael}, title = {Maximizing Engagement Through Caption Optimization: Insights from Social Media Field Data}, series = {2023 ISMS Marketing Science Conference Proceedings}, journal = {2023 ISMS Marketing Science Conference Proceedings}, abstract = {Social media managers are constantly seeking ways to maximize engagement with their content. While prior research has shed light on strategies for creating engaging content, the impact of captions on engagement has been under-explored. Our study focuses specifically on the relationship between caption length and engagement in social media posts. Contrary to previous literature, we find that the relationship between caption length and engagement follows an inverted U-shape. Using field data from an omnichannel retailer (Facebook) and a travel influencer (Instagram), we determine the optimal caption length for maximizing engagement and present surprising results. Our results are robust for different model and identification specifications, indicating that captions are often too short, rather than too long, and that optimizing caption length in our case can increase engagement by up to 25\%. These findings have important implications for social media managers and influencers seeking to enhance the impact of their posts.}, language = {en} } @misc{ReichsteinBruschDostetal., author = {Reichstein, Thomas and Brusch, Ines and Dost, Florian and Brusch, Michael}, title = {How To Optimize Your Social Media Caption To Generate More Engagement :) \#Captionize \#SocialMedia}, series = {Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023}, journal = {Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023}, publisher = {European Marketing Academy}, abstract = {Maximizing engagement is an important issue for social media managers. Science has already provided guidance on how to make content more engaging. However, one easy-to-edit part of the social media post has received little attention: The caption. We show that the caption has an underestimated impact on engagement and we specifically address text length. The relationship between text length and engagement is not linear as described in previous literature but follows an inverted U-shape. Using field data, we estimate the optimal length of captions and provide surprising results. We show that captions are mostly too short instead of too long and that an optimal length can increase the engagement rate by up to 17\%.}, language = {en} } @misc{ReichsteinDost, author = {Reichstein, Thomas and Dost, Florian}, title = {How video length shapes engagement}, series = {Proceedings of the International Conference Marketing Trends}, journal = {Proceedings of the International Conference Marketing Trends}, publisher = {International Marketing Trends Conference}, isbn = {978-2-490372-20-1}, pages = {1 -- 9}, abstract = {This study investigates the relationship between video length and user engagement on socialmedia. Building on previous research that has primarily examined a linear relationship, we hypothesize that the effect of video length follows an inverted U-shape, with moderate lengths maximizing engagement. We also examine the moderating effects of music and advertising. A survey experiment was conducted in which subjects were asked to rate two different videos. The videos were varied in length, music presence and advertisement presence, resulting in 48 different variations. In total, 310 data points were generated. The results confirm a significant inverted U-shaped relationship between video length and engagement, with an optimal length of 34.69 seconds. Music has a positive moderating effect on the relationship, while advertising has a negative moderating effect. These findings provide theoretical and practical insights for optimizing video content to increase social media engagement. Future research should investigate further moderating factors and test longer video formats.}, 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} }