Engagement Factors in Social Media Experience

Keywords:
interactivity, engagement, social media experience, social personas, social design, digital communication, online communication channels, community management

Abstract:
This paper investigates sufficient strategies and tactics in social media environment with focus on engagement mechanism and its reflection on social media experiences. One of the research question to answer was the correlation between social media experience and brand perception. To increase participants' engagements and community involvement, during the research process, several methodological techniques were used, such as development of social personas, user behaviour tracking and actionable social media design. Research question Engagement increase within social media environment reflected on brend Experimental part and research data collection which are presented in the paper had been done during three social media activations Coca-Cola Hellenic 45 Years in Serbia, Smoki King Size Big Byte, and Usce Shopping Center Hire a Santa.

CITATION:

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P. Nikolic, “Engagement Factors in Social Media Experience,” in Sinteza 2014 - Impact of the Internet on Business Activities in Serbia and Worldwide, Belgrade, Singidunum University, Serbia, 2014, pp. 209-212. doi:10.15308/sinteza-2014-209-212

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Nikolic, P. (2014). Engagement Factors in Social Media Experience. Paper presented at Sinteza 2014 - Impact of the Internet on Business Activities in Serbia and Worldwide. doi:10.15308/sinteza-2014-209-212

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