How to introduce? The effects of new product preannouncement content on consumer engagements in enterprise social media

Abstract

The increasing availability and widespread adoption of social media platforms are encouraging firms to use their official accounts on these platforms to promote brands and introduce new products. This study examines the role of new product preannouncement (NPPA), specifically how different types of NPPA content influence consumer engagement on social media. Through an analysis of 212,550 pieces of content from the automotive industry in China, informational NPPA content is shown to generally reduce consumer engagement, in contrast to emotional content, which significantly increases engagement. The effects of both informational and emotional content on consumer engagement are enhanced by a firm's follower count. However, brand-new product announcements weaken the ability of NPPA content to drive engagement compared with upgraded products. These findings advance understanding of NPPAs and offer valuable guidance for marketers seeking to optimize consumer engagement through strategic content design.