The onset of social entertainment: How prioritising authentic entertainment on social media will help brands succeed

Jillian Robinson
Additional contact information
Jillian Robinson: Dash Hudson, Canada

Journal of Digital & Social Media Marketing, 2023, vol. 11, issue 1, 60-68

Abstract: As the information age evolves beyond its 50th year, significant shifts and disruptions are taking place, ushering in a new era. Within this evolution, the sophistication of the technologies that underpin the information age are evolving faster than ever before, making them almost unrecognisable from their original form. This transformation is causing social media platforms to move away from traditional connection-based feeds known as the social graph, to video-driven entertainment formats, known as the content graph. These rapid technological advancements have transformed consumer behaviour and have provided brands the opportunity to reset their strategies and lead within their industries. By fully embracing the participatory, engaging nature of the new social entertainment era, social media managers will be prepared to lead their industries and win consumers’ hearts and wallets for years to come. This paper examines the current changes happening within the social media landscape and the opportunities these shifts present for brands. The paper will also uncover how marketers can restrategise their efforts to drive business success in this new socially charged digital environment.

Keywords: social entertainment; social media strategy; social media marketing; TikTok marketing; TikTok strategy; social commerce (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/7848/download/ (application/pdf)
https://hstalks.com/article/7848/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:11:i:1:p:60-68

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().