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The Influence to Customer Engagement Behavior by Different Strategy for Different Objective in Online Marketing

This paper aims to find the correlation between each strategy for different objectives of tweets with customer engagement behaviors, and different effects on three behaviors. The prior research proved that diverse strategy and objective have a unique influence on customer engagement. However, the interaction effect within these strategies and objectives are not discussed. Thus, in this paper, we collect data from Adidas' official Twitter account, and categorize by three objectives, brand build, product sale, and marketing campaign. Then experiment the influence of every strategy for each objective. This paper finds the strategy have different performance for a specific objective, for instance, celebrity and mega-event have a positive influence on customer engagement for brand build, which is opposite to the general situation. Meanwhile, in one objective, the same strategy has different effects on different customer behaviors. Marketers can use these findings to achieve the marketing objective efficiently.