Abstract
PurposeWith the growing trend of omni-channel marketing, brands are increasingly looking to offer a seamless experience to their online fan base by connecting with them across multiple social media platforms. This paper explores the relationship between brand posts' characteristics and popularity for start-ups across four different social media platforms: Facebook, Twitter, Instagram and LinkedIn.Design/methodology/approachA total of 1,200 social media posts from 10 start-ups were subjected to content analysis. Regression analysis was employed with brand posts' popularity (likes, comments and shares/retweets) as the dependent variable.FindingsThe results reveal several nuances in brand post popularity for start-ups across Facebook, Twitter, Instagram and LinkedIn. Antecedents of the popularity measures of likes, comments and shares/retweets also fared differently.Originality/valueThe paper reports one of the earliest empirical studies to better understand how the qualities of brand posts are related to their appeal across multiple social media platforms. It advances the literature on social media marketing and offers insights to social media managers of brands, particularly start-ups, on how to offer smoother customer journeys across numerous digital touchpoints.
Subject
Library and Information Sciences,Computer Science Applications,Information Systems
Reference48 articles.
1. Leveraging the corporate brand;California Management Review,2004
2. Post popularity and reactions in retail brand pages on Facebook;International Journal of Retail and Distribution Management,2019
3. Why customers won't relate: obstacles to relationship marketing engagement;Journal of Business Research,2011
4. Identifying the antecedents of posts' popularity on Facebook fan pages;Journal of Brand Management,2019
5. BBC (2016), “Facebook rolls out five new Reactions buttons including angry, wow and sad”, available at: http://www.bbc.co.uk/newsbeat/article/35652317/facebook-rolls-out-five-new-reactions-buttons-including-angry-wow-and-sad (accessed 15 May 2020).
Cited by
13 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献