Proceedings of The 10th International Conference on Opportunities and Challenges in Management, Economics and Accounting
Creating Content to enhance business customers’ Engagement: A motivational model
Despite the importance of relevant and engaging information offered by business-to-business (B2B) companies to enhance customer engagement on social media platforms, few studies have focused on theoretical aspects of creating interactive content types that can enhance industrial customers’ engagement. This study aims to present a theoretical model that can help produce content considering different levels of industrial customers’ needs. To this end, a conceptual review was conducted to identify a variety of content types that may impact enhancing customer engagement. This article adopts the existence, relatedness, and growth (ERG) theory as a basis for creating engaging and valuable content for business customers. Next, in an empirical study, 1170 posts from Instagram and LinkedIn were analyzed using the content analysis method. Then, the Kruskal-Wallis test was conducted to identify the most successful content types that can help enhance customer engagement on social media networks. The results of the empirical research confirmed the effectiveness of the content related to companies’ products and services as the most engaging content type to improve customer engagement metrics. Furthermore, the findings of the research supported the significant influence of the content types created to meet the customers’ relatedness needs, and transcendence needs, on increasing their engagement on Instagram and LinkedIn. Finally, the article presents a conceptual model that can be used as a guide to implement effective B2B content marketing to enhance customer engagement on social media platforms.
keywords: B2B content marketing, Engagement metrics, Customers’ needs, Digital content, Social media networks