The multi-actor perspective of engagement on social media

Abstract

Despite the known benefits offered by social media to create engagement in social marketing programs, scholars have highlighted the need for more evidence-based, practical, and measurable approaches to social media use in social marketing contexts. This netnographic study employed a four-level multi-actor engagement framework originally proposed by Shawky et al. to explore engagement in a single Facebook community. We identified social media measurement tools for assessing connections, interactions, and loyalty of multiple actors which will assist social marketing practitioners’ understanding of different actors’ interactions with the social media content, enabling them to maintain these actors’ levels of engagement, advance their engagement to a higher level, or attract others to expand the community.