 The impact of influence tactics on brand message sharingGuowei Huang, Heiner Evanschitzky and Hai-Anh Tran Journal of Business Research, 2025, vol. 199, issue C Abstract: Brand message sharing is a crucial outcome of social media marketing. This research draws on the conceptual framework of influence tactics to provide insights into how specific tactics—internalization (e.g., offering objective information), compliance (e.g., exerting demands), and ingratiation (e.g., expressing emotions)— embedded in brand communications impact brand message sharing. By developing a machine learning model, this study analyzes a dataset of 893,054 brand-related tweets from 122 S&P 500 brands and demonstrates that these three influence tactics significantly enhance brand message sharing. In particular, ingratiation exerts a stronger influence on brand message sharing compared to internalization and compliance. Moreover, a high level of consistency or a high level of variation in the influence tactics used in sequences of posted messages boosts brand message sharing. Additionally, tailoring ingratiation and compliance tactics to feminine and masculine brand names, respectively, can further enhance the effectiveness of brand message sharing. Keywords: Social media marketing; Brand communication; Brand Message sharing; Influence tactic; Text mining; Machine learning (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003200 DOI: 10.1016/j.jbusres.2025.115497 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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