Popularity of Branded Content in Social Media

Karpińska-Krakowiak, Małgorzata; Modliński, Artur

doi:10.1080/08874417.2018.1483212

Cited by 16 publications

(21 citation statements)

References 44 publications

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“…In a later study [20], the sample came from five sectors that include automobile, entertainment, fast-moving consumer goods (FMCG), retail and technology. More recently, [21] obtained data from the social media pages of 100 brands that represent more than 17 product categories. Table II reflects the operationalization (dependent variables) of brand post popularity in the literature (RQ 2).…”

Section: Findings Tablementioning

confidence: 99%

“…A conceptual framework was proposed and empirically tested. This seminal work has been giving rise to a number of similar articles over the years, with the purpose of identifying antecedents of brand post popularity (e.g., [4][5][6][7][8][9][10][11][12][13][14][15][16][17][18][19][20][21]). As shown later, some of these works have also resulted in contradictory findings.…”

Section: Introductionmentioning

confidence: 99%

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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: Findings Tablementioning

confidence: 99%

Section: Introductionmentioning

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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“…It seems the only way brands could breathe in the deep Internet ocean lies in their storytelling strategy (McColl and Legorburu, 2019, p. 74). Karpinska-Krakowiak and Modlinski (2018) show that like and re-post rates of storytelling posts are high in comparison to the posts that do not contain story-like narrations (p. 5). Since, brand loyalty is in parallel to emotional link to the brand, (Hallberg, 2003, p. 232), it is expected that brands can achieve their final aims via stories appealing to the emotions.…”

Section: Brand Loyalty In the Context Of Using Storytelling In Newmentioning

confidence: 91%

Brand Loyalty in The Context of Using Storytelling in New Media

Taran

Tosun

2020

Türkiye İletişim Araştırmaları Dergisi

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In today's highly competitive market conditions, participating in new media is an obligation for brands for the purpose of differentiation and popularity. In this regard, storytelling became an efficient method for content formation in new media marketing. The narration of contents allows brands to secure a visible place in consumers' minds. Therefore, contents became highly effective tools in establishing B2C (Business to Consumer) as well as B2B (Business to Business) connections. This study examines how the brands' application of digital storytelling effects brand loyalty. Within this context, digital storytelling's effect on self-brand connection is also elaborated. Furthermore, this research also investigates the participants' demographic qualities to analyze how they impact brand loyalty and selfbrand connection in varying ways. As a result, this research concludes that digital storytelling plays an important role for consumers as it effectively forms brand loyalty and partially generates self-brand connection.

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“…Vargo (2016) empirically proved that content type of brand-related posts has a significant effect on number of retweets and likes, while de Vries et al (2012) suggested that the content of brand post is one of the factors driving brand post popularity. Moreover, the research studies of Cvijikj and Michahelles (2013), Karpinska-Krakowiak and Modlinski (2020), Moran et al (2019), Luarn et al (2015) indicated that content type of brand posts is a significant factor for all measures of engagement (liking, commenting and sharing) on social media, applying diverse classifications of content type. Similarly, Fu et al (2017) stated that share intentions of social media users are subject to content type.…”

Section: Literature Reviewmentioning

confidence: 99%

Incentives for Social Media Users’ Engagement to Different Brand-Related Content Types

Palamidovska-Sterjadovska¹,

Ciunova-Shuleska²

2020

Proceedings of the International Conference "Economic and Business Trends Shaping the Future"

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The purpose of this study is to analyze social media users’ incentives for engagement with brand-related content on social media. Based on the uses and gratification theory, two types of incentives are analyzed as motivators of users’ brand engagement, i.e. communal and self-interest incentives. Users’ brand engagement is conceptualized and measured as intentions to contribute to brand-related content on social media in terms of intentions for commenting, sharing, and liking. Further, it is assumed that the effects of the two types of incentives (communal and self-interest) vary depending on the brand-related content type (commercial messages, personal opinions and lifestyle affairs). An online survey was conducted for obtaining quantitative data which were analyzed by applying structural equation modeling. The total number of effective responses is 415. The results indicate that only communal incentives motivate users to contribute to brand-related commercial messages, personal opinions and lifestyle affairs. The obtained results could be utilized by brand marketers in effectively designing brand-related content on social media.

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Popularity of Branded Content in Social Media

Cited by 16 publications

References 44 publications

Brand Post Popularity on Social Media: A Systematic Literature Review

Brand Post Popularity on Social Media: A Systematic Literature Review

Brand Loyalty in The Context of Using Storytelling in New Media

Incentives for Social Media Users’ Engagement to Different Brand-Related Content Types

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