Consumer engagement with social media content: an investigation of the role of different advertising appeals

Khan, MA ORCID: https://orcid.org/0000-0002-3703-3987 and Waqas, M, 2024. Consumer engagement with social media content: an investigation of the role of different advertising appeals. In: Strong, C, Bosangit, C, Koenig-Lewis, N, Lee, Z, Moldes Andres, O and Rosier, E, eds., Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: fusing resilience and power for public value – igniting marketing’s social spirit. Cardiff: Academy of Marketing. ISBN 9781399990608

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Abstract

This research investigates how different advertising appeals: rational, snob, fear, and sex appeal— affect consumer engagement with brand-related content on social media. Analysing 1006 posts from 25 international brands across various industries on Facebook, the study employs OLS regression to demonstrate the significant impact of these appeals on likes, shares, and comments. It bridges the gap between marketing communication theories and consumer engagement, providing insights into real consumer behaviours in the digital advertising landscape.

Item Type:	Chapter in book
Description:	Paper presented at the Academy of Marketing (AM2024) Conference, Cardiff Business School, Cardiff, 1-4 July 2024.
Creators:	Khan, M.A. and Waqas, M.
Publisher:	Academy of Marketing
Place of Publication:	Cardiff
Date:	31 July 2024
ISBN:	9781399990608
Identifiers:	Number Type 2541206 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Jonathan Gallacher
Date Added:	08 Dec 2025 17:06
Last Modified:	08 Dec 2025 17:06
URI:	https://irep.ntu.ac.uk/id/eprint/54843

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