Engagement on Twitter, a Closer Look from the Consumer Electronics Industry

Abstract

Engagement represents the commitment and bond between a brand and its customers, and achieving high levels of engagement is now a competitive advantage for companies. Determining the engagement index was a high-cost activity for organizations and consumers in the past decade due to the time and cost of data collection. The massive use of social networks such as Twitter allows organizations and consumers to collect data without large costs, and determining the engagement rate is more feasible today. This research determines the effect of different interactions on Twitter on engagement in the consumer electronics industry. The methodology used is a mixed qualitative and quantitative, descriptive approach by analyzing (by regressions) 95,000 tweets from the 30 companies at the Consumer Electronics Show 2020. The main results show that Twitter mentions represent a relevant factor in determining engagement. The contribution of this research lies in the generation of empirical evidence on engagement in the consumer electronics industry and the identification of the key variable of mentions and their effects on Twitter.