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Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement

Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and... This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. The results reveal which social media channels are being used, which creative strategies/appeals are being used, and how these channels and strategies relate to consumer engagement in branded social media. Past research has suggested that brands should focus on maintaining a social presence across social channels with content that is fresh and frequent and includes incentives for consumer participation (Ling et al., 2004). This study confirmed the importance of frequent updates and incentives for participation. In addition, several creative strategies were associated with customer engagement, specifically experiential, image, and exclusivity messages. Despite the value of these creative approaches, most branded social content can be categorized as functional. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Psychology & Marketing Wiley

Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement

Psychology & Marketing , Volume 32 (1) – Jan 1, 2015

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References (81)

Publisher
Wiley
Copyright
"Copyright © 2015 Wiley Periodicals, Inc."
ISSN
0742-6046
eISSN
1520-6793
DOI
10.1002/mar.20761
Publisher site
See Article on Publisher Site

Abstract

This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. The results reveal which social media channels are being used, which creative strategies/appeals are being used, and how these channels and strategies relate to consumer engagement in branded social media. Past research has suggested that brands should focus on maintaining a social presence across social channels with content that is fresh and frequent and includes incentives for consumer participation (Ling et al., 2004). This study confirmed the importance of frequent updates and incentives for participation. In addition, several creative strategies were associated with customer engagement, specifically experiential, image, and exclusivity messages. Despite the value of these creative approaches, most branded social content can be categorized as functional.

Journal

Psychology & MarketingWiley

Published: Jan 1, 2015

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