TY - GEN A1 - Reichstein, Thomas A1 - Dost, Florian A1 - Galle, Clara T1 - May I have your attention, please! Social Media Engagement does not always reflect user attention N2 - 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. KW - Eye-Tracking KW - Social Media Engagement Y1 - 2024 UR - https://proceedings.emac-online.org/pdfs/A2024-119852.pdf ER - TY - GEN A1 - Galle, Clara A1 - Dost, Florian A1 - Reichstein, Thomas T1 - Influence of entertaining content in social media marketing for a health service provider T1 - Einfluss von unterhaltenden Inhalten im Social Media Marketing eines Gesundheitsanbieters T2 - Proceedings of the International Marketing Trends Conference N2 - 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. N2 - Gesundheitsdienstleister haben Schwierigkeiten, die richtige Ausgestaltung ihrer Social Media Präsenz zu finden. Während informierende und teilweise auch emotionale Inhalte angemessen erscheinen, wird in dieser Studie die Verwendung unterhaltsamer Inhalte vorgeschlagen und getestet. Neun reale Facebook-Posts eines Krankenhauses in Deutschland werden in die drei Inhaltskategorien Information, Emotionale Berührung und Unterhaltung eingeteilt. Eine Umfrage über die Wahrnehmung der Posts und die Zufriedenheit mit dem Gesundheitsdienstleister zeigt bemerkenswerte Unterschiede zwischen den drei Arten von Beiträgen. Interessanterweise werden unterhaltsame Beiträge zwar weniger zufriedenstellend wahrgenommen als informative oder emotionale, führen jedoch zu der höchsten Steigerung an Zufriedenheit mit dem Gesundheitsdienstleister. Die Studie betont die Relevanz der Integration von Unterhaltung in das Social Media Marketing, auch für seriöse Dienstleister. KW - Social Media KW - Hospitals KW - Entertainment KW - Satisfaction KW - Facebook Y1 - 2024 UR - https://archives.marketing-trends-congress.com/2024/pages/PDF/123.pdf SN - 978-2-490372-18-8 SP - 1 EP - 9 PB - International Marketing Trends Conference ER -