Influence of Content on Consumer Brand Engagement in Retail Sector (Facebook Brand Page Analysis)
Influence of content on consumer brand engagement according to Facebook data is described in the article. The results can be used in marketing communication management of retail companies in social media. An approach to classification of content characteristics and research of influence of these characteristics on consumer engagement is described by the author. The author shows that it is necessary for the company to pay attention not only to what company says to the clients but also to how information transfers to the customers in order to provide consumer engagement in social media. The originality of the author’s approach is in taking into account specifics of retail chain shops, including brand community specifics and specifics of Russian retailers’ Facebook brand page content. The result of the research allows marketer of retail company increase social media communication efficiency with consumers.