{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,29]],"date-time":"2026-06-29T21:11:17Z","timestamp":1782767477601,"version":"3.54.5"},"reference-count":91,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2021,1,25]],"date-time":"2021-01-25T00:00:00Z","timestamp":1611532800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.<\/jats:p>","DOI":"10.3390\/jtaer16040044","type":"journal-article","created":{"date-parts":[[2021,1,25]],"date-time":"2021-01-25T09:59:40Z","timestamp":1611568780000},"page":"768-790","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":48,"title":["How to Engage Consumers through Effective Social Media Use\u2014Guidelines for Consumer Goods Companies from an Emerging Market"],"prefix":"10.3390","volume":"16","author":[{"given":"Gokhan","family":"Aydin","sequence":"first","affiliation":[{"name":"Fashion Marketing Department, University of East London, London E16 2RD, UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Nimet","family":"Uray","sequence":"additional","affiliation":[{"name":"Business Administration Department, Kadir Has University, Istanbul 34083, Turkey"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Gokhan","family":"Silahtaroglu","sequence":"additional","affiliation":[{"name":"Management Information Systems Department, Istanbul Medipol University, Istanbul 34810, Turkey"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2021,1,25]]},"reference":[{"key":"ref_1","unstructured":"Clement, J. (2020, January 10). Social Media-Statistics & Facts. Available online: https:\/\/www.statista.com\/topics\/1164\/social-networks\/."},{"key":"ref_2","unstructured":"Moorman, C. (2018). The CMO Survey: Highlights and Insights Report-August 2018, Deloitte & American Marketing Association, Available online: https:\/\/cmosurvey.org\/results\/august-2018\/."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"5833","DOI":"10.1016\/j.jbusres.2016.04.181","article-title":"Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior","volume":"69","author":"Godey","year":"2016","journal-title":"J. Bus. Res."},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"2888","DOI":"10.1108\/IJCHM-02-2017-0085","article-title":"Understanding the relationship among resources, social media use and hotel performance","volume":"30","author":"Kim","year":"2018","journal-title":"Int. J. Contemp. Hosp. Manag."},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"24","DOI":"10.1080\/00913367.2017.1405753","article-title":"Attracting Comments: Digital Engagement Metrics on Facebook and Financial Performance","volume":"47","author":"Yoon","year":"2018","journal-title":"J. Advert."},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"45","DOI":"10.1016\/j.ijresmar.2006.01.005","article-title":"Antecedents and purchase consequences of customer participation in small group brand communities","volume":"23","author":"Bagozzi","year":"2006","journal-title":"Int. J. Res. Mark."},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"362","DOI":"10.1108\/OIR-05-2013-0101","article-title":"Key drivers of consumer loyalty to Facebook fan pages","volume":"38","year":"2014","journal-title":"Online Inf. Rev."},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"239","DOI":"10.1016\/j.jsis.2014.03.002","article-title":"Retaining and attracting users in social networking services: An empirical investigation of cyber migration","volume":"23","author":"Xu","year":"2014","journal-title":"J. Strateg. Inf. Syst."},{"key":"ref_9","unstructured":"Ryan, K.S., and Zabin, J. (2010). Gleansight: Social Media Marketing. Gleanster LCC, 1\u201321. Available online: https:\/\/www.slideshare.net\/crowdfactory\/leanstercomimagespdfgleansightsocialmediamarketingq42010rpdf."},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"83","DOI":"10.1016\/j.intmar.2012.01.003","article-title":"Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing","volume":"26","author":"Gensler","year":"2012","journal-title":"J. Interact. Mark."},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"505","DOI":"10.1108\/OIR-01-2015-0029","article-title":"Influence of Facebook brand-page posts on online engagement","volume":"39","author":"Luarn","year":"2015","journal-title":"Online Inf. Rev."},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1016\/j.elerap.2017.09.005","article-title":"Proposing to your fans: Which brand post characteristics drive consumer engagement activities on social media brand pages?","volume":"26","author":"Schultz","year":"2017","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"258","DOI":"10.1016\/j.brq.2017.06.001","article-title":"How brand post content contributes to user\u2019s Facebook brand-page engagement. The experiential route of active participation","volume":"20","year":"2017","journal-title":"BRQ Bus. Res. Q."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"957","DOI":"10.1108\/IJRDM-09-2018-0195","article-title":"Post popularity and reactions in retail brand pages on Facebook","volume":"47","author":"Antoniadis","year":"2019","journal-title":"Int. J. Retail Distrib. Manag."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"1001","DOI":"10.1016\/j.emj.2014.05.001","article-title":"Factors influencing popularity of branded content in Facebook fan pages","volume":"32","author":"Sabate","year":"2014","journal-title":"Eur. Manag. J."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"843","DOI":"10.1007\/s13278-013-0098-8","article-title":"Online engagement factors on Facebook brand pages","volume":"3","author":"Michahelles","year":"2013","journal-title":"Soc. Netw. Anal. Min."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"99","DOI":"10.2501\/JAR-2018-016","article-title":"Impact of media context on advertising memory a meta-analysis of advertising effectiveness","volume":"59","author":"Kwon","year":"2019","journal-title":"J. Advert. Res."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"38","DOI":"10.1080\/00913367.2017.1405754","article-title":"Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type","volume":"47","author":"Voorveld","year":"2018","journal-title":"J. Advert."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"118","DOI":"10.1016\/j.jbusres.2016.05.001","article-title":"Elements of strategic social media marketing: A holistic framework","volume":"70","author":"Felix","year":"2017","journal-title":"J. Bus. Res."},{"key":"ref_20","unstructured":"Trefzger, T.F., Baccarella, C.V., and Voigt, K.-I. (2016, January 21\u201323). Antecedents of brand post popularity in Facebook: The influence of images, videos, and text. Proceedings of the 15th International Marketing Trends Conference, Madrid, Spain."},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"71","DOI":"10.4067\/S0718-18762021000100106","article-title":"Social Recommendations for Facebook Brand Pages","volume":"16","author":"Chiu","year":"2021","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"306","DOI":"10.1509\/jmr.15.0409","article-title":"What are likes worth? A facebook page field experiment","volume":"54","author":"Mochon","year":"2017","journal-title":"J. Mark. Res."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1016\/S0263-2373(99)00004-3","article-title":"E-tribalized marketing?: The strategic implications of virtual communities of consumption","volume":"17","author":"Kozinets","year":"1999","journal-title":"Eur. Manag. J."},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"241","DOI":"10.1016\/j.ijresmar.2003.12.004","article-title":"A social influence model of consumer participation in network- and small-group-based virtual communities","volume":"21","author":"Dholakia","year":"2004","journal-title":"Int. J. Res. Mark."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"857","DOI":"10.1108\/01409171211256578","article-title":"Customer engagement in a Facebook brand community","volume":"35","author":"Gummerus","year":"2013","journal-title":"Manag. Res. Rev."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"253","DOI":"10.1177\/1094670510375599","article-title":"Customer engagement behavior: Theoretical foundations and research directions","volume":"13","author":"Lemon","year":"2010","journal-title":"J. Serv. Res."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"261","DOI":"10.1080\/0965254X.2015.1095222","article-title":"Social media engagement behaviour: A uses and gratifications perspective","volume":"24","author":"Dolan","year":"2016","journal-title":"J. Strateg. Mark."},{"key":"ref_28","first-page":"189","article-title":"A methodological framework to assess social media strategies of event and destination management organizations","volume":"28","author":"Pino","year":"2019","journal-title":"J. Hosp. Mark. Manag."},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"787","DOI":"10.1108\/OIR-03-2012-0054","article-title":"A set of metrics to assess stakeholder engagement and social legitimacy on a corporate Facebook page","volume":"37","author":"Ratkai","year":"2013","journal-title":"Online Inf. Rev."},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"1480","DOI":"10.1016\/j.jbusres.2011.10.014","article-title":"Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand","volume":"65","author":"Kim","year":"2012","journal-title":"J. Bus. Res."},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jm.11.0528","article-title":"Not All Fun and Games: Viral Marketing for Utilitarian Products","volume":"78","author":"Schulze","year":"2013","journal-title":"J. Mark."},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"342","DOI":"10.1108\/JPBM-05-2013-0299","article-title":"The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook","volume":"22","author":"Hutter","year":"2013","journal-title":"J. Prod. Brand Manag."},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"88","DOI":"10.1287\/isre.1120.0469","article-title":"Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content","volume":"24","author":"Goh","year":"2013","journal-title":"Inf. Syst. Res."},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"162","DOI":"10.2501\/JAR-55-2-162-175","article-title":"What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model","volume":"55","author":"Brettel","year":"2015","journal-title":"J. Advert. Res."},{"key":"ref_35","doi-asserted-by":"crossref","unstructured":"Fennis, B.M., and Stroebe, W. (2010). The Psychology of Advertising, Psychology Press. [1st ed.].","DOI":"10.4324\/9780203853238"},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"927","DOI":"10.1108\/MIP-07-2014-0135","article-title":"Content strategies and audience response on Facebook brand pages","volume":"33","author":"Tafesse","year":"2015","journal-title":"Mark. Intell. Plan."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"3341","DOI":"10.1016\/j.jbusres.2016.02.010","article-title":"Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach","volume":"69","author":"Moro","year":"2016","journal-title":"J. Bus. Res."},{"key":"ref_38","unstructured":"Chua, A.Y.K., and Banerjee, S. (2015, January 18\u201320). Marketing via social networking sites: A study of brand-post popularity for brands in Singapore. Proceedings of the International MultiConference of Engineers and Computer Scientists, Hong Kong, China."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"202","DOI":"10.1509\/jmr.14.0117","article-title":"A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement","volume":"54","author":"Bruce","year":"2017","journal-title":"J. Mark. Res."},{"key":"ref_40","first-page":"673","article-title":"the Elaboration Likelihood Model of Persuasion","volume":"11","author":"Cacioppo","year":"1984","journal-title":"Adv. Consum. Res."},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"410","DOI":"10.2501\/JAR-43-4-410-418","article-title":"The impact of content and design elements on banner advertising click-through rates","volume":"43","author":"Lohtia","year":"2003","journal-title":"J. Advert. Res."},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"8","DOI":"10.1002\/dir.10063","article-title":"Internet advertising: Is anybody watching?","volume":"17","author":"Hussherr","year":"2003","journal-title":"J. Interact. Mark."},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"73","DOI":"10.1111\/j.1460-2466.1992.tb00812.x","article-title":"Defining Virtual Reality-Dimensions Determining Telepresence","volume":"42","author":"Steuer","year":"1992","journal-title":"J. Commun."},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"65","DOI":"10.1080\/00913367.2001.10673646","article-title":"The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites","volume":"30","author":"Coyle","year":"2001","journal-title":"J. Advert."},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"387","DOI":"10.1016\/S0148-2963(03)00106-1","article-title":"Interactivity and vividness effects on social presence and involvement with a web-based advertisement","volume":"58","author":"Fortin","year":"2005","journal-title":"J. Bus. Res."},{"key":"ref_46","unstructured":"Namin, A., Hamilton, M.L., and Rohm, A.J. (2017). Impact of message design on banner advertising involvement and effectiveness: An empirical investigation. J. Mark. Commun., 1\u201315."},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"258","DOI":"10.1108\/OIR-11-2018-0345","article-title":"Analysis of content topics, user engagement and library factors in public library social media based on text mining","volume":"44","author":"Joo","year":"2020","journal-title":"Online Inf. Rev."},{"key":"ref_48","first-page":"1","article-title":"Social media engagement and organic post effectiveness: A roadmap for increasing the effectiveness of social media use in hospitality industry","volume":"29","author":"Aydin","year":"2020","journal-title":"J. Hosp. Mark. Manag."},{"key":"ref_49","unstructured":"Brookes, E.J. (2010). The Anatomy of a Facebook Post. Study on Post Performance by Type, Day Ofweek, and Time of Day, Vitrue Inc."},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"527","DOI":"10.1080\/02650487.2007.11073031","article-title":"Internet advertising effectiveness: The effect of design on click-through rates for banner ads","volume":"26","author":"Robinson","year":"2007","journal-title":"Int. J. Advert."},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"119","DOI":"10.2753\/JEC1086-4415170105","article-title":"Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach","volume":"17","author":"Lee","year":"2012","journal-title":"Int. J. Electron. Commer."},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"59","DOI":"10.1016\/j.bushor.2009.09.003","article-title":"Users of the world, unite! The challenges and opportunities of Social Media","volume":"53","author":"Kaplan","year":"2010","journal-title":"Bus. Horiz."},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1080\/00913367.2002.10673685","article-title":"What is interactivity and is it always such a good thing?","volume":"31","author":"Liu","year":"2002","journal-title":"J. Advert."},{"key":"ref_54","doi-asserted-by":"crossref","first-page":"4","DOI":"10.1080\/00913367.2017.1405751","article-title":"Content Strategies for Digital Consumer Engagement in Social Networks: Why Advertising Is an Antecedent of Engagement","volume":"47","author":"Gavilanes","year":"2018","journal-title":"J. Advert."},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"691","DOI":"10.1108\/JSTP-11-2018-0243","article-title":"What to say on social media and how: Effects of communication style and function on online customer engagement in China","volume":"29","author":"Wu","year":"2019","journal-title":"J. Serv. Theory Pract."},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"1152","DOI":"10.1016\/j.chb.2010.12.009","article-title":"Why people use social networking sites: An empirical study integrating network externalities and motivation theory","volume":"27","author":"Lin","year":"2011","journal-title":"Comput. Hum. Behav."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"729","DOI":"10.1089\/cpb.2009.0003","article-title":"Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes","volume":"12","author":"Park","year":"2009","journal-title":"CyberPsychol. Behav."},{"key":"ref_58","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1177\/0022242919873903","article-title":"The Role of Marketer-Generated Content in Customer Engagement Marketing","volume":"83","author":"Meire","year":"2019","journal-title":"J. Mark."},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"13","DOI":"10.2501\/IJA-30-1-013-046","article-title":"Introducting COBRAs: Exploring motivations for brand-related social media use","volume":"30","author":"Muntinga","year":"2011","journal-title":"Int. J. Advert."},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"2213","DOI":"10.1108\/EJM-03-2017-0182","article-title":"Social media engagement behavior: A framework for engaging customers through social media content","volume":"53","author":"Dolan","year":"2019","journal-title":"Eur. J. Mark."},{"key":"ref_61","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1016\/j.jbusres.2008.01.018","article-title":"The effect of web interface features on consumer online purchase intentions","volume":"62","author":"Hausman","year":"2009","journal-title":"J. Bus. Res."},{"key":"ref_62","doi-asserted-by":"crossref","first-page":"34","DOI":"10.1080\/15252019.2002.10722060","article-title":"Uses and gratifications theory and e-consumer behaviors: A structural equation modeling study","volume":"2","author":"Luo","year":"2002","journal-title":"J. Interact. Advert."},{"key":"ref_63","doi-asserted-by":"crossref","first-page":"258","DOI":"10.2501\/JAR-51-1-258-275","article-title":"Friends, Fans, and Followers: Do Ads Work on Social Networks?","volume":"51","author":"Taylor","year":"2011","journal-title":"J. Advert. Res."},{"key":"ref_64","doi-asserted-by":"crossref","first-page":"1","DOI":"10.4067\/S0718-18762020000300102","article-title":"The Effects of Content Likeability, Content Credibility, and Social Media Engagement on Users Acceptance of Product Placement in Mobile Social Networks","volume":"15","author":"Liu","year":"2020","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref_65","doi-asserted-by":"crossref","first-page":"723","DOI":"10.1016\/j.pubrev.2011.10.006","article-title":"How companies cultivate relationships with publics on social network sites: Evidence from China and the United States","volume":"38","author":"Men","year":"2012","journal-title":"Public Relat. Rev."},{"key":"ref_66","doi-asserted-by":"crossref","first-page":"256","DOI":"10.1016\/j.chb.2014.01.015","article-title":"Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization","volume":"33","author":"Kim","year":"2014","journal-title":"Comput. Hum. Behav."},{"key":"ref_67","doi-asserted-by":"crossref","first-page":"5105","DOI":"10.1287\/mnsc.2017.2902","article-title":"Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook","volume":"64","author":"Lee","year":"2018","journal-title":"Manag. Sci."},{"key":"ref_68","unstructured":"Shimp, T.A., and Andrews, J.C. (2015). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, South-Western, Cengage Learning. [9th ed.]."},{"key":"ref_69","doi-asserted-by":"crossref","unstructured":"Jaakonm\u00e4ki, R., M\u00fcller, O., and vom Brocke, J. (2017, January 4\u20137). The Impact of Content, Context, and Creator on User Engagement in Social Media Marketing. Proceedings of the 50th Hawaii International Conference on System Sciences, Hilton Waikoloa Village, HI, USA.","DOI":"10.24251\/HICSS.2017.136"},{"key":"ref_70","doi-asserted-by":"crossref","first-page":"102747","DOI":"10.1016\/j.annals.2019.102747","article-title":"Destination engagement on Facebook: Time and seasonality","volume":"79","author":"Villamediana","year":"2019","journal-title":"Ann. Tour. Res."},{"key":"ref_71","doi-asserted-by":"crossref","first-page":"89","DOI":"10.1177\/0022242918805411","article-title":"Scheduling content on social media: Theory, evidence, and application","volume":"82","author":"Kanuri","year":"2018","journal-title":"J. Mark."},{"key":"ref_72","doi-asserted-by":"crossref","first-page":"1013","DOI":"10.1108\/OIR-12-2019-0375","article-title":"Who will land and stay? Page-specific antecedents of news engagement on social media","volume":"44","author":"Bilal","year":"2020","journal-title":"Online Inf. Rev."},{"key":"ref_73","doi-asserted-by":"crossref","first-page":"1832","DOI":"10.1016\/j.tele.2018.05.011","article-title":"Engaging audiences on social media: Identifying relationships between message factors and user engagement on the American Cancer Society\u2019s Facebook page","volume":"35","author":"Srivastava","year":"2018","journal-title":"Telemat. Inform."},{"key":"ref_74","doi-asserted-by":"crossref","first-page":"433","DOI":"10.2501\/JAR-52-4-433-449","article-title":"The Power of Evil: The Damage of Negative Social Media Strongly Outweigh Positive Contributions","volume":"52","author":"Corstjens","year":"2012","journal-title":"J. Advert. Res."},{"key":"ref_75","doi-asserted-by":"crossref","first-page":"977","DOI":"10.1108\/OIR-09-2018-0263","article-title":"The influence of subjective characteristics of social network sites on consumers\u2019 word-of-mouth sharing","volume":"44","author":"Li","year":"2020","journal-title":"Online Inf. Rev."},{"key":"ref_76","unstructured":"IBISWorld (2019, October 10). Global Advertising Agencies Industry-Market Research Report. Available online: https:\/\/www.ibisworld.com\/global\/market-research-reports\/global-advertising-agencies-industry\/."},{"key":"ref_77","unstructured":"Johnson, B. (2019, October 10). Samsung Overtakes P&G as World\u2019s Largest Advertiser. AdAge. Available online: https:\/\/adage.com\/article\/news\/global-marketers-2018-tktk\/315743."},{"key":"ref_78","first-page":"136","article-title":"How \u2018social\u2019 are destinations? Examining European DMO social media usage","volume":"6","year":"2017","journal-title":"J. Destin. Mark. Manag."},{"key":"ref_79","unstructured":"Interactive Advertising Bureau (2020, February 02). IAB Turkey 2019 1H Digital Ad Spend. IAB AdEx-TR. Available online: https:\/\/www.iabturkiye.org\/iab-turkey-released-2018-digital-ad-spend."},{"key":"ref_80","unstructured":"Turkish Statistical Institute (2019). Household Information Technologies (IT) Use Research."},{"key":"ref_81","unstructured":"We Are Social (2019, August 01). Digital in 2019. Available online: https:\/\/wearesocial.com\/global-digital-report-2019."},{"key":"ref_82","unstructured":"We Are Social, Hootsuite (2020, January 08). Digital in 2020. Available online: https:\/\/wearesocial.com\/digital-2020."},{"key":"ref_83","unstructured":"Barnouw, E. (1989). Content Analysis. International Encyclopedia of Communication, Oxford University Press."},{"key":"ref_84","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1177\/002224379403100101","article-title":"Reliability Measures for Qualitative Data: Theory and Implications","volume":"31","author":"Rust","year":"1994","journal-title":"J. Mark. Res."},{"key":"ref_85","doi-asserted-by":"crossref","first-page":"2681","DOI":"10.1177\/0142331217708242","article-title":"Comparison of random forest, artificial neural networks and support vector machine for intelligent diagnosis of rotating machinery","volume":"40","author":"Han","year":"2018","journal-title":"Trans. Inst. Meas. Control"},{"key":"ref_86","unstructured":"Jiawei, H., Kamber, M., and Pei, J. (2012). Datamining Concepts and Techniques, Morgan Kaufmann. [3rd ed.]."},{"key":"ref_87","doi-asserted-by":"crossref","unstructured":"Samarasinghe, S. (2006). Neural Networks for Applied Sciences and Engineering: From Fundamentals to Complex Pattern Recognition, Auerbach Publications. [1st ed.].","DOI":"10.1201\/9781420013061"},{"key":"ref_88","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1023\/A:1010933404324","article-title":"Random forests","volume":"45","author":"Breiman","year":"2001","journal-title":"Mach. Learn."},{"key":"ref_89","unstructured":"Green, D. (2019, September 09). Facebook is Cracking down on Businesses that Lie to Customers in Their Ads. Business Insider. Available online: https:\/\/www.businessinsider.com\/facebook-fights-misleading-ads-2018-6."},{"key":"ref_90","doi-asserted-by":"crossref","first-page":"27","DOI":"10.1016\/j.ijresmar.2015.06.004","article-title":"The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors","volume":"33","author":"Hudson","year":"2016","journal-title":"Int. J. Res. Mark."},{"key":"ref_91","doi-asserted-by":"crossref","first-page":"621","DOI":"10.1016\/j.bushor.2017.05.006","article-title":"Taking a global view on brand post popularity: Six social media brand post practices for global markets","volume":"60","author":"Lin","year":"2017","journal-title":"Bus. Horiz."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/16\/4\/44\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,10,11]],"date-time":"2025-10-11T05:14:58Z","timestamp":1760159698000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/16\/4\/44"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,1,25]]},"references-count":91,"journal-issue":{"issue":"4","published-online":{"date-parts":[[2021,7]]}},"alternative-id":["jtaer16040044"],"URL":"https:\/\/doi.org\/10.3390\/jtaer16040044","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2021,1,25]]}}}