Engagement in social media : case d'Algerian brands

Abstract

Social Media Marketing (SMM), which is marketing through Social Media, becomes one of the main channels used by companies to promote their brands. In contrast with world companies, Arabic ones can be considered as beginners in SMM. The aim of this work, is to measure the engagement for both brands and users/customers in such marketing technologies on Algerian Arabic Brand pages. To do that, the proposed approach relies on using some Customer Brand Engagement (CBE) metrics and User Generated Content (UGC) analysis especially Sentiment Analysis (SA). Our experiments are illustrated on a collected sample of 50 Algerian brand and service pages, from which 50 000 comments and almost 10 000 posts are annotated. These measurements take into account the type of the interactions in addition to the distribution of the languages used in comments and the measure of the comments polarity. Concerning the brand posts, the measurements take into consideration the media type, content type, posting day and time, frequency of posting and post length. Compared to a sample of world brands, the results show that Algerian brands engagement is acceptable and statistically significant. In addition, we have proposed some recommendations addressed to brand owners to promote the usage of such Social Media Marketing for companies.