Scheduling Content on Social Media: Theory, Evidence, and Application

Kanuri, Vamsi K.; Chen, Yixing; Sridhar, Shrihari

doi:10.1177/0022242918805411

Cited by 117 publications

(98 citation statements)

References 66 publications

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“…One technique is to identify gaps in current consumer or marketer thinking and actions. For example, Kanuri, Chen, and Sridhar (2018) reviewed the services offered by major social media software platforms and interviewed social media professionals to discover a lack of a holistic social media scheduling solutions. This led to a project to fill this gap to manage the day-part timing of social media to maximize user response.…”

Section: Uncovering Research Problems In the Real World Of Marketingmentioning

confidence: 99%

Reality Check: Infusing Ecological Value into Academic Marketing Research

Heerde¹,

Moorman²,

Moreau³

et al. 2021

Journal of Marketing

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1 This value need not be appreciated immediately by the stakeholder or its value evident in the short run. Science and its dissemination may take time to reach and clarify the benefits to such stakeholders. 2 Proximity to the real world is not a new aspiration. Indeed, there is a long history in the social sciences. In the Brunswik lens model, a cue's "ecological validity" is correlated with some important perceptual criterion in the environment (Brunswik 1956). While important, we are less interested in this strict view of validity, which has been relegated mostly to measurement and design. 3 There is an important distinction between research that generalizes across the population of interest and research that generalizes to the population of interest. Lynch (1982) argues that no research in the social sciences can claim to be universally generalizable. Instead, research should content itself with generalizing across subpopulations, where subpopulations are based on background variables that may interact with key independent variables to affect the behavior of interest, also known as heterogeneous treatment effects (Chen et al. 2020).

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Section: Uncovering Research Problems In the Real World Of Marketingmentioning

confidence: 99%

Reality Check: Infusing Ecological Value into Academic Marketing Research

Heerde¹,

Moorman²,

Moreau³

et al. 2021

Journal of Marketing

View full text Add to dashboard Cite

show abstract

“…Studies on advertising and evidence from the industry have indicated the frequency and duration of exposure to marketing communications are critical to the success of marketing campaigns [68]. Similarly, several researchers have identified posting frequency and the timing of posts (e.g., hour, day, month) as significant criteria for the success of BFPs [10,16,37,[69][70][71]. Posting too frequently may result in a situation in which there is not enough time for adequate engagement, as the post will only remain for a short time in the most visible space, the top of a BFP.…”

Section: Temporal Factorsmentioning

confidence: 99%

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Aydın

Uray

Silahtaroğlu

2021

JTAER

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This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones.

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“…3 The exogenous component serves as a valid instrument for the endogenous variable in Equation 4. The LIV approach is widely applied in marketing (Kanuri, Chen, and Sridhar 2018; Lee et al 2015) and is well suited for survey-based settings (Gupta et al 2019). Following Ebbes et al (2005), we construct a discrete LIV with C categories (where C > 1) and obtain latent clusters on attribute dissatisfaction and satisfaction as follows:…”

Section: Modeling Approachmentioning

confidence: 99%

Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact

Mittal¹,

Han²,

Lee³

et al. 2021

Journal of Marketing Research

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Business-to-business (B2B) companies devote significant resources to measure customer satisfaction but lack guidance on critical aspects of implementing satisfaction programs. Accordingly, executives ask: (1) What are the key strategic attributes driving B2B customer satisfaction? (2) Are the strategic attributes satisfaction balancing, satisfaction maintaining, or satisfaction enhancing based on the pattern of asymmetry? (3) Do the sign and magnitude of asymmetry vary across industry and customer subgroups? and (4) Is there a generalizable link between satisfaction and financial performance for B2B firms? Study 1 uses qualitative and secondary research to identify and validate eight strategic attributes pertinent to B2B companies—quality of product/service, pricing, safety, sales process, project management, corporate social responsibility, communication, and ongoing service and support. Study 2 examines industry-subgroup heterogeneity in the nature of asymmetry across industries, then links satisfaction with performance (i.e., sales). Study 3 finds customer-subgroup heterogeneity in the nature of asymmetry within the customer base of a B2B service provider, then links satisfaction with performance (i.e., dollar value of purchase).

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Scheduling Content on Social Media: Theory, Evidence, and Application

Cited by 117 publications

References 66 publications

Reality Check: Infusing Ecological Value into Academic Marketing Research

Reality Check: Infusing Ecological Value into Academic Marketing Research

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact

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