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

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

Christy Ashley; Tracy Tuten

2014

Scholarcy highlights

  • 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
  • This study confirmed the importance of frequent updates and incentives for participation
  • Several creative strategies were associated with customer engagement, experiential, image, and exclusivity messages
  • Despite the value of these creative approaches, most branded social content can be categorized as functional

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