How does consumer engagement evolve when brands post across multiple social media?

Unnava, Vasu; Aravindakshan, Ashwin

doi:10.1007/s11747-021-00785-z

Cited by 54 publications

(39 citation statements)

References 69 publications

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“…Also, it was found that most works confine their scope of investigation to just one social media platform. The literature lacks a comparative study of how post popularity pans out for the same set of brands on multiple platforms [27]. Therefore, there is limited understanding on the type of content strategy that works well on one platform but fails on another.…”

Section: ) Vividnessmentioning

confidence: 99%

Brand Post Popularity on Social Media: A Systematic Literature Review

Robson

Banerjee

Kaur

2022

2022 16th International Conference on Ubiquitous Information Management and Communication (IMCOM)

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Social media has now become an indispensable marketing tool. Much research has been done to understand what makes brands' social media posts popular by attracting Likes, Comments and/or Shares. The objective of this paper is to carry out a systematic literature review on brand post popularity on social media. Through a literature search on Scopus-the largest database of peer-reviewed literature, 19 relevant articles were identified. Facebook has been the most widely studied platform while only a handful of works have focused on Instagram and Twitter. Platforms such as LinkedIn and TikTok have not been studied. Scholarly attention has mostly been trained on well-known and popular brands. A list of 22 antecedents of brand post popularity could be identified, some of which have often yielded contradictory findings. Several directions for future research are proposed. Consistencies in the literature are also summarized for the benefit of practitioners such as social media marketers.

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Section: ) Vividnessmentioning

confidence: 99%

Brand Post Popularity on Social Media: A Systematic Literature Review

Robson

Banerjee

Kaur

2022

2022 16th International Conference on Ubiquitous Information Management and Communication (IMCOM)

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“…Regarding the operationalized aspects of digital customer engagement, digital customer engagement is regarded as a continuum of brand-related activities from high to low, exhibiting different levels (Muntinga et al, 2011;Schivinski et al, 2016). Existing research confirms the impact of brand observable social media behaviors on digital customer engagement and that metrics such as likes, comments and shares can represent different levels of engagement (Ji et al, 2019;McShane et al, 2021;Shahbaznezhad et al, 2021;Unnava and Aravindakshan, 2021). For example, Thompson and Brouthers (2021) divide digital customer engagement into share engagement behavior and click engagement behavior, arguing that the two have completely different characteristics.…”

Section: Literature Review and Research Hypotheses Digital Customer Engagementmentioning

confidence: 84%

“…In recent years, many scholars ( Pezzuti et al, 2021 ; Sheng et al, 2021 ; Unnava and Aravindakshan, 2021 ) have generally acknowledged the key role of social media in brand development and emphasized the positive impact of brand engagement behaviors on digital customer engagement. We collected a dataset from the social media platform Weibo.…”

Section: Methodsmentioning

confidence: 99%

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

Liu

Wang

et al. 2021

Front. Psychol.

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Enterprises often post branded content on social media and adopt a proactive response approach to improve digital customer engagement to gain a competitive advantage. However, there are many brands which fail to operate social media as effectively as expected. The effective use of brand social media strategies to improve digital customer engagement remains an ongoing challenge for the enterprises. Based on firm-generated content theory and social presence theory, this study aims to identify the impact of brand social media strategies on different levels of digital customer engagement, including positive filtering, cognitive and affective processing as well as advocacy from content strategy and response strategy. Based on 1,519 brand posts on the official Weibo pages of eight of the top 500 Chinese brands in 2021, this study uses a multiple linear regression model to examine the impact of brand social media strategies on digital customer engagement and the moderating effects of brand image and discretionary purchases. The findings show that, on the one hand, among the brand social media content strategies, action content strategy is associated with higher levels of digital customer engagement. On the other hand, different brand social media response strategies have a differential impact on digital customer engagement levels, with cohesive response being the best strategy for increasing digital customer engagement level. In addition, the effectiveness of brand social media response strategy in digital customer engagement is further moderated by the brand image and discretionary purchases. In contrast, the effectiveness of brand social media response strategy in digital customer engagement is stronger when the brand image emphasizes its “competence” or the discretionary purchases focus on “material purchases.” This study not only enriches the research on digital customer engagement but also provides a reference for the brand strategy selection, design and management based on social media.

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“…Instagram posts have longer “enduring effects” (i.e. engagement after the initial posting) than Twitter and Facebook posts (Unnava and Aravindakshan, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

Do high engagement Instagram images influence presidential candidate evaluation? The moderating effect of familiarity

Muñoz

Towner

2021

JRIM

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PurposeThis paper aims to examine how exposure to a presidential candidate's high engagement Instagram images influences a citizen's candidate evaluations.Design/methodology/approachData were collected via Amazon MTurk. A 3 × 2 experimental design was employed to test the persuasive effect of exposure of the “most liked” and “most commented on” images of the top four 2016 US presidential primary candidates on a US citizen's candidate evaluation.FindingsResults reveal that highly engaging Instagram images of unfamiliar presidential candidates positively influenced candidate evaluations. However, the same was not true for more well-known presidential candidates.Research limitations/implicationsThis study was not conducted during a live campaign and only examined four of the top 2016 presidential primary candidates.Practical implicationsThe research includes implications for marketers seeking to increase engagement and reach in Instagram marketing campaigns. This study shows that even brief exposure to a highly engaged post involving an unfamiliar person/product on social media can significantly alter evaluations of that person or product.Originality/valueTo the authors' knowledge, no experimental designs have addressed how Instagram posts influence users' political attitudes and behaviors within the political marketing and communications literature.

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How does consumer engagement evolve when brands post across multiple social media?

Cited by 54 publications

References 69 publications

Brand Post Popularity on Social Media: A Systematic Literature Review

Brand Post Popularity on Social Media: A Systematic Literature Review

How to Catch Customers’ Attention? A Study on the Effectiveness of Brand Social Media Strategies in Digital Customer Engagement

Do high engagement Instagram images influence presidential candidate evaluation? The moderating effect of familiarity

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