@inbook{3cdfdd6196794e078b0b21d213183796,
title = "Examining the Impact of Value-Driven Social Media Content Strategies and Product Type on Social Media Behavioural Engagement: Evidence from Nigeria",
abstract = "Given the ever-growing importance of digitalisation and the potential opportunities it affords African businesses, this chapter investigates the effect of value-driven social media marketer-generated contents on consumptive and productive engagement behaviours and the contingent role of search (vs experience) products. An experimental research design (N = 168) was devised to answer the research questions. The findings indicate that different value-driven social media marketer-generated content strategies are required to drive consumer engagement behaviours for search (vs experience) products. Our findings demonstrate the content strategies that are best suited for stimulating consumer behavioural engagement, especially amongst African marketers of search and experience products/services, as well as the mechanism that underlies the emergence of productive behavioural engagement from value-driven social media.",
keywords = "Advertising, Customer behavioural engagement, Marketer-generated contents, Product type, Social media",
author = "Izogo, {Ernest Emeka} and Eze, {Austin Chinonso} and Mercy Mpinganjira",
note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Switzerland AG 2022.",
year = "2022",
doi = "10.1007/978-3-030-93499-6_5",
language = "English",
series = "Palgrave Studies of Marketing in Emerging Economies",
publisher = "Palgrave Macmillan",
pages = "97--126",
booktitle = "Palgrave Studies of Marketing in Emerging Economies",
}
