Advertising content and online engagement on social media during the covid-19 epidemic in Taiwan

Chiao Chieh Chen, Yu Ping Chiu*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


During the ongoing outbreak of COVID-19, people are more likely to acquire and exchange information from social media. This study adopted the perspective of social influence to examine its effectiveness in social media advertising. This study employed content analysis to examine the content and product types of Facebook advertising. This study developed a program and collected brand-related advertising on Facebook over 3 months after the start of the COVID-19 epidemic. The results showed that content value exerted a significant effect on online engagement with utilitarian and hedonic products. These findings encourage advertisers to plan advertising strategies that stimulate the user’s activity and enhance the brand performance on Facebook. Moreover, the results motivate advertisers to develop user engagement strategies and then increase the interactivity and brand loyalty of users.

Original languageEnglish
Pages (from-to)251-269
Number of pages19
JournalJournal of Marketing Communications
Issue number3
Publication statusPublished - 2023


  • COVID-19
  • advertising
  • content value
  • facebook
  • online engagement
  • social influence

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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