After much effort, we reached our research goals and contributed to the literature, but there are still a few limitations. First, the intensity of vividness is defined by the number of elements being included in the content, but there are many different ways to judge; for example, color is mostly intuitive and evocative, and it has been researched empirically. However, there is no effective tool for evaluating color; thus, if we can develop the ability to create evaluation criteria and thereby find an important relationship between color and customer engagement, we can provide stronger
contributions.
Second, although we have examined the intensity of rich information and attain its results, there are still several variables that may influence the consequence, such as the information resource,
acceptor of information, and type of information. Two studies have classified contents into
information and entertainment and examine, but they had adverse consequence against each other.
However, if entertainment really can receive plenty of reactions, what type of entertainment would get the best effort, e.g., fashion, celebrities, music or movies? To sum up, exploring customer engagement with social media still has meaning and value that are worthy of examining in the future.
5.2 Research Implication
Our research findings reveal significant implications to the academic and business area. We thoroughly studied and examined academic theory and research, which include customer
engagement and Use & Gratification theory; in addition, because we found that interactivity factors and emotiveness can positively affect customer engagement, brand managers can use this evidence to adjust their content strategy to attract their audience and enhance the relationship between them and their customers. Moreover, because we have verified the value of customer engagement, companies can refer to our research to consider whether they are making a suitable investment in social media and are appropriately evaluating its value. Thus, our research can provide further insight and be of value to someone who tends to conduct research or use social media.
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5.3 Summary
Social media strategy for business is still a critical issue in academic and empirical arenas, and there are different portfolios for different purposes. We explored the common methods of verifying and analyzing the effects of social media use in practice. The results showed that interactivity, richness, and emotiveness have a positive impact on resonance and customer engagement but that a few factors negatively impact customer engagement.
Following technical trends and the behavior of people, social media has become the thing that most deeply influences our life and that brings huge opportunity and value to companies; hence,
companies would like to spend a lot of money and invest in research that effectively retrieves benefits from it. However, many obstacles and difficulties remain. To address these problems and provide further insight, we conducted our research and contributed our findings. First, we analyze and verify that some dimensions, which are commonly used in content, effectively influence the behavior of customer engagement. Second, we specify that the frequency of customer engagement behavior (likes, comments, and shares) is meaningful and valuable to the company. This finding eliminates any doubts that companies might have about investing in social media. Third, examining the analytic results revealed that different factors have different effects and meaning. Companies and researchers can refer to our research to create their own strategy or conduct further research on using different dimension effects.
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