Customer relationship management on facebook: The effect of direct appeals on engagement with online news

Jan Hendrik Boehmer

Research output: Chapter in Book/Report/Conference proceedingConference contribution


In the present study, I investigate the effects of customer relationship management on Facebook. More specifically, I assess whether addressing the audience directly leads to more engagement among members of the audience. Conducting a content analysis of 1535 Facebook status updates posted by the top 25 newspapers in the US, I find that directly addressing the audience is related to an increase in the amount of comments, but does not affect the number of likes significantly. From these results, I discuss implications for content presentation on social networking sites, the development of a unified engagement measurement on social media, and future research directions in this area.

Original languageEnglish (US)
Title of host publicationProceedings of the IADIS International Conference WWW/Internet 2013, ICWI 2013
Number of pages8
ISBN (Print)9789898533166
StatePublished - 2013
Externally publishedYes
EventIADIS International Conference WWW/Internet 2013, ICWI 2013 - Fort Worth, United States
Duration: Oct 22 2013Oct 25 2013


OtherIADIS International Conference WWW/Internet 2013, ICWI 2013
Country/TerritoryUnited States
CityFort Worth


  • Audience relationship management
  • Content analysis
  • E-commerce
  • Engagement
  • Social networks

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Signal Processing

Cite this