The content marketing is the active participation of consumer in social media space that can distribute valuable content and drive the profitable target audience action. This research study aims to examine the presentation model and the type of content affecting consumer engagement in social media of English Language Institutes in Thailand. The content analysis technique was used to conduct a thematic analysis of the contents posted on Leading English Language Institutes Facebook fan pages. The findings showed the evidence of consumer engagement among variety of presentation models and the types of marketing contents. In particular, the results show that the most influential presentation model for the consumer engagement have to be interesting and present in various designs. Findings also indicate that the content about activities which entertain, provide useful knowledge, and information to the consumers are the most engaging content.
Pataraporn Sangkapreecha, Bangkok University, Thailand
Stream: Educational management
This paper is part of the ACLL2018 Conference Proceedings (View)
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