Digital and Social Media in Enterprise
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Item Evaluating the Impact of Storytelling on B2B Social Media Engagement: An AI-driven approach(2025-01-07) Boeck, Harold; Hosseini Saravani, Seyed Habib; Bahra, Maryam; Bourguignon, BenoitAs Business-to-Business (B2B) social media continues to grow, understanding the impact of storytelling on user engagement becomes increasingly important. While prior research has explored narrative strategies in advertising and branding, researchers have paid scant attention to the specific influence of stories on social media user engagement. This study addresses this gap by employing Narrative Transportation Theory (NTT) and leveraging Natural Language Processing (NLP) to analyze the intricate textual data generated by social media platforms. The analysis of 85,075 Facebook publications from leading Canadian manufacturing companies, using Spearman's rank correlation coefficient, underscores that individual storytelling components - character, sequence of events, and setting - along with the composite narrative structure significantly enhance social media user engagement. This research contributes to a deeper understanding of storytelling dynamics in B2B social media, emphasizing the importance of crafting compelling stories to drive meaningful engagement in the digital realm.Item How Social Media Platforms Enhance User Engagement in Organizational Contexts: A Systematic Literature Review(2025-01-07) Lin, Lin; Van Zoonen, Ward; Koehnlein, Christian; Moser, KlausCompanies use both organization-specific (internal) and public social media platforms to enable interactions between their employees and customers. However, continued user engagement on these platforms often proves challenging. This study reviews factors influencing user engagement in organizational contexts. Technological features, individual characteristics, and organizational factors are examined. A systematic literature review identified, analyzed, and discussed 39 research papers. The results show that all three groups of determinants influence user engagement. In the internal organizational context, mobile platform availability and management support play a significant role. In the marketing context, platform features, individual motivations, and types of content are essential. Increased user engagement can positively affect employees’ performance and customers’ purchase intention, so the continued management and use of social media platforms are critical to a company's success.Item Fundraiser Magic: The Impact of Personalized Solicitation on Online Donation Campaigns(2025-01-07) Shen, Wenqi; Barkhi, Reza; Razvan , KamranOnline donations are an important revenue stream for non-profits. This study investigates the impact of using fundraisers who actively solicit donations through personalized virtual outreach in online campaigns. Analyzing data from a leading online donation platform, Click&Pledge, we find that incorporating fundraisers significantly enhances campaign performances through total amounts raised, unique donors acquired, and sustained donation frequency. Surprisingly, online donors did not exhibit significant "ask avoidance" behaviors in response to solicitation, contrary to offline tendencies. Fundraiser involvement in preceding campaigns was associated with positive reinforcement effects increasing subsequent donor participation. The study offers actionable insights for non-profits on leveraging the virtual "ask" through peer fundraising to improve outcomes. It extends theoretical understanding around charitable solicitation and avoidance dynamics from offline to online contexts. Our empirical evidence highlights the crucial role fundraisers play in enhancing the effectiveness of online donation campaigns.Item Introduction to the Minitrack on Digital and Social Media in Enterprise(2025-01-07) Gonzalez, Ester; Wang, Yen-Yao; Wang, Tawei (David)