User Engagement for Mobile Payment Service Providers – Introducing the Social Media Engagement model

Journal title: Journal of Retailing and Consumer Services

Authors: Purva Grover and Arpan Kumar Kar

Highlights

We investigate the impact of advertisements and promotions on Twitter. The study explores user participation, user engagement and user retention on Twitter. The study proposes a new Social Media Engagement model for understanding user dynamics. The study provides interesting inputs for promotional marketing tweets.

Abstract

Twitter is being used by mobile wallet firms for customer acquisition, relationship management, marketing and promotional purposes. This study examines service advertisement and promotional tweets by mobile wallet firm’s on Twitter. For this study, timeline data of top four mobile wallet firms of India, Paytm, MobiKwik, Freecharge and Oxigen Wallet were extracted from their Twitter screen (firm generated tweets). The user generated tweets were also extracted, using the search terms as firm’s name. This study proposes a Social Media Engagement model for understanding user dynamics. The study provides three interesting inputs for promotional marketing tweets, firstly, firm should post mix of the tweets with respect to content type (i.e. informational, entertainment, remuneration and social). Secondly, a periodic campaigning is needed by the firms; and lastly, firms should focus on increasing their network size. The implications of these findings can help firm’s managers and marketers in planning effective social media marketing campaigns.