TAF PUBLISHING

The research aims to establish methods to optimize social media engagement further and to increase revenues for businesses. The theoretical basis for this paper is the Media Richness Theory (MRT) by Daft and Lengel (1986), who originally made statements about the most suitable communication channel regarding its media richness for a given communication situation. The study conducted for this paper is quantitative. The data were gathered from a social media page with over 30,000 followers, and the analysis was conducted with a sample size of 315 Facebook posts. Our study continues a thread of research that investigates the application of the MRT to social media engagement. The study results did not only debunk commonly accepted social media myths about post time and day of the week, but they also confirmed previous studies are claiming celebrity endorsement, media richness, and its components to have significant effects.