Customer engagement behaviour in the media and technology industry: a quantitative content analysis of content types and COVID-19 context

ABSTRACT Brand pages on social networking sites represent excellent vehicles for customer relationship management. These pages enable companies to interact with their customers and to foster their engagement. This study examines the relationship between, and moderating impact of, customer engagement behaviour and a COVID-19-related context as well as content types. The content of 1,946 company-generated Facebook brand posts of 16 media and technology companies was analysed. A hierarchical regression analysis was used to test the hypotheses. The results show that a COVID-19-related context and the content type are associated with customer engagement behaviour. These factors both partly interact and directly correlate with customer engagement behaviour. This study contributes to the literature by establishing (crisis-related) social media guidelines for media and technology companies.