A quantitative study on the impact of emotion on social media engagement and conversion

Buffard, Jonathan; Papasava, Angeliki

Abstract

Academic understanding of social media remains limited. The use of emotion
in social marketing and advertising, for example, is particularly under-researched. This
study aims to understand how brands leverage emotion on social media and to measure
how this affects engagement and conversion. Employing an objectivist research paradigm,
the authors measure and analyse the conversion and engagement metrics of 46 different
social media campaigns, with a total reach of over 2.3 million people and more than 55,000
engaged participants. The study proves that, in the right conditions, emotional content can
be leveraged to improve conversion and engagement rates.

Citation

Buffard, J., & Papasava, A. (2020). A quantitative study on the impact of emotion on social media engagement and conversion. Journal of Digital & Social Media Marketing, 7(4), 355-375

• Journal Article Type: Article
• Acceptance Date: Sep 13, 2019
• Online Publication Date: Jan 21, 2020
• Publication Date: Jan 21, 2020
• Deposit Date: Aug 24, 2022
• Journal: Journal of Digital & Social Media Marketing
• Print ISSN: 2050-0076
• Peer Reviewed: Peer Reviewed
• Volume: 7
• Issue: 4
• Pages: 355-375
• Keywords: On social media; Social media advertising; Social media campaigns; Social media conversion; Social media engagement
• Public URL: https://hull-repository.worktribe.com/output/4059899
• Publisher URL: https://www.ingentaconnect.com/contentone/hsp/jdsmm/2020/00000007/00000004/art00008