<?xml version="1.0" encoding="utf-8"?>
<export-example>
  <doc>
    <id>33342</id>
    <completedYear/>
    <publishedYear>2024</publishedYear>
    <thesisYearAccepted/>
    <language>eng</language>
    <pageFirst/>
    <pageLast/>
    <pageNumber>7</pageNumber>
    <edition/>
    <issue/>
    <volume/>
    <type>conferenceobject_ref</type>
    <publisherName/>
    <publisherPlace/>
    <creatingCorporation/>
    <contributingCorporation/>
    <belongsToBibliography>0</belongsToBibliography>
    <completedDate>2024-04-15</completedDate>
    <publishedDate>--</publishedDate>
    <thesisDateAccepted>--</thesisDateAccepted>
    <title language="eng">Attention please! How attention drives social media engagement</title>
    <abstract language="eng">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.</abstract>
    <parentTitle language="eng">Proceedings International Marketing Trends Conference 2024, Venice</parentTitle>
    <identifier type="isbn">978-2-490372-18-8</identifier>
    <identifier type="url">https://archives.marketing-trends-congress.com/2024/pages/PDF/37.pdf</identifier>
    <enrichment key="BTU">an der BTU erstellt / created at BTU</enrichment>
    <enrichment key="opus.source">publish</enrichment>
    <enrichment key="Publikationsweg">Open Access</enrichment>
    <enrichment key="Fprofil">3 Globaler Wandel und Transformationsprozesse / Global Change and Transformation Processes</enrichment>
    <enrichment key="Fprofil">4 Künstliche Intelligenz und Sensorik / Artificial Intelligence and Sensor Technology</enrichment>
    <author>
      <firstName>Thomas</firstName>
      <lastName>Reichstein</lastName>
    </author>
    <submitter>
      <firstName>Thomas</firstName>
      <lastName>Reichstein</lastName>
    </submitter>
    <author>
      <firstName>Florian</firstName>
      <lastName>Dost</lastName>
    </author>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Eye-Tracking</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Social Media</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Engagement</value>
    </subject>
    <collection role="institutes" number="5304">FG ABWL, insbesondere Marketing</collection>
  </doc>
  <doc>
    <id>36670</id>
    <completedYear/>
    <publishedYear>2025</publishedYear>
    <thesisYearAccepted/>
    <language>eng</language>
    <pageFirst>1</pageFirst>
    <pageLast>9</pageLast>
    <pageNumber>9</pageNumber>
    <edition/>
    <issue/>
    <volume/>
    <type>conferenceobject_ref</type>
    <publisherName>International Marketing Trends Conference</publisherName>
    <publisherPlace/>
    <creatingCorporation/>
    <contributingCorporation/>
    <belongsToBibliography>0</belongsToBibliography>
    <completedDate>2025-11-10</completedDate>
    <publishedDate>--</publishedDate>
    <thesisDateAccepted>--</thesisDateAccepted>
    <title language="eng">How video length shapes engagement</title>
    <abstract language="eng">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.</abstract>
    <parentTitle language="eng">Proceedings of the International Conference Marketing Trends</parentTitle>
    <identifier type="isbn">978-2-490372-20-1</identifier>
    <identifier type="url">https://archives.marketing-trends-congress.com/2025/pages/PDF/060.pdf</identifier>
    <enrichment key="Fprofil">3 Globaler Wandel und Transformationsprozesse / Global Change and Transformation Processes</enrichment>
    <enrichment key="BTU">an der BTU erstellt / created at BTU</enrichment>
    <enrichment key="Publikationsweg">Open Access</enrichment>
    <enrichment key="opus.source">publish</enrichment>
    <enrichment key="ConferenceTitle">International Marketing Trends Conference 2025</enrichment>
    <enrichment key="ConferencePlace">Paris</enrichment>
    <enrichment key="opus.doi.autoCreate">false</enrichment>
    <enrichment key="opus.urn.autoCreate">false</enrichment>
    <author>
      <firstName>Thomas</firstName>
      <lastName>Reichstein</lastName>
    </author>
    <submitter>
      <firstName>Florian</firstName>
      <lastName>Dost</lastName>
    </submitter>
    <author>
      <firstName>Florian</firstName>
      <lastName>Dost</lastName>
    </author>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Social Media</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Video Length</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Engagement</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Music</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Social Media Advertising</value>
    </subject>
    <collection role="institutes" number="5304">FG ABWL, insbesondere Marketing</collection>
  </doc>
</export-example>
