TY - GEN A1 - Reichstein, Thomas A1 - Dost, Florian T1 - Attention please! How attention drives social media engagement T2 - Proceedings International Marketing Trends Conference 2024, Venice N2 - 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. KW - Eye-Tracking KW - Social Media KW - Engagement Y1 - 2024 UR - https://archives.marketing-trends-congress.com/2024/pages/PDF/37.pdf SN - 978-2-490372-18-8 ER - TY - GEN A1 - Reichstein, Thomas A1 - Dost, Florian T1 - How video length shapes engagement T2 - Proceedings of the International Conference Marketing Trends N2 - 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. KW - Social Media KW - Video Length KW - Engagement KW - Music KW - Social Media Advertising Y1 - 2025 UR - https://archives.marketing-trends-congress.com/2025/pages/PDF/060.pdf SN - 978-2-490372-20-1 SP - 1 EP - 9 PB - International Marketing Trends Conference ER -