Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms

Zheng Shen

SAGE Open, 2023, vol. 13, issue 4, 21582440231219096

Abstract: Promoting engagement with brand posts tends to be important for brands and marketers who aim for success in social media marketing. With the variety of social media available today, it can be difficult for brand and marketing practitioners, especially small brands, to coordinate their efforts across different platforms. This study examines platform and content strategies in terms of engagement with brand posts through data mining and one-way ANOVA. The results suggest that for each brand, engagement with brand posts can be improved by choosing an appropriate platform strategy, instead of using a different content strategy across platforms. These findings contribute to a limited analysis of platform strategies for social media marketing engagement of today’s brands.

Keywords: platform strategy; content strategy; social media engagement; social media platform; brand post (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:13:y:2023:i:4:p:21582440231219096

DOI: 10.1177/21582440231219096

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