As the world is undergoing a period of widespread division, people are looking for social media to unite them. They believe that social can connect people, and they want brands to play a role in this effort barder.
They don’t want to just connect with people who have similar mindsets or beliefs; they also want to connect with individuals from different backgrounds and perspectives. This means that brands will need to rethink their social media strategies as premier connectors instead of sellers.
Consumers’ desire for greater connection on social has shaped their expectations of what they should expect from a brand’s content and strategy. These needs have prompted many firms to develop robust social media marketing campaigns that foster connections between customers and the brands they love jigaboo.
In addition to connecting with consumers, these campaigns can also be used to raise awareness about important issues, invite people to engage in meaningful conversations and even build communities that spark long-term connections both online and off. This trend is one of the most significant developments in the field of digital marketing, and it can offer businesses new opportunities to grow.
It is important to understand the relationship between social media usage and brand engagement for firms, as it can improve their sales, profit and customer loyalty, among other benefits (Barger et al. 2016) distresses.
There are several studies that have explored the role of various antecedents in customer engagement with a brand page on social media. These antecedents include the perceived benefits of using a particular platform (Kaur et al. 2018), the information provided on a brand page (Shirini & De Vries 2015; Zhou et al. 2013), marketing efforts (Mishra 2019), and community features on a brand page (Laroche et al. 2012) precipitous.
Popularity of a Brand’s Post on Social Media Can Drive Customer Engagement for a Product at Its Decline Stage
While the relationship between social media usage and brand engagement can vary across platforms, Instagram is a popular platform that focuses more on content than Twitter. It has a large audience of young users who are more likely to like and share a brand’s posts.
According to the Uses and Gratifications Theory (UGT) [78], people use social media to satisfy various needs. While some of these needs are utilitarian, others can be hedonic. Moreover, user demographics can influence the impact of these needs on consumer engagement with a brand page on social media mypba.
A Brand’s Employees Are Its Best Advocates on Socialmedia
While some brands turn to influencers to boost their brand awareness, others look inward for new spokespeople who can promote the brand and its products to their followers. These social media advocacy strategies can increase brand recognition and satisfaction by engaging a large number of consumers who enjoy seeing the real people behind their favorite brands.
To satisfy the research objectives, we gathered and analyzed data from both Instagram and Twitter for this study. During the process, we collected the number of likes and shares a post received from users. Then, we compared these metrics to other indicators in the textual component of the post to understand its role in bringing customer engagement. This approach satisfied the first objective of this study to conceptually test and validate the concept of customer engagement in social media through the lens of users’ participation in (co)creation of content related to a product.
