THE EFFECTS OF BRANDS' POSTS ON SOCIAL MEDIA: CONCEPTUAL FRAMEWORK AND APPLICATION METHOD

Abstract

Purpose- Many forms of brands’ posts such as cointaining web links, images, photos and videos can be used for marketing research. The aim of this study is to present an approach to gather and analyze social media data and shows how marketers can derive useful outcomes from these data.

Methodology- The impacts of media types (link, text, video, photo), length, time (day-of-week and time-of-day) of brands' posts on customers’ engagement are investigated. For this purpose, we propose a conceptual framework and mathematical model.

Findings- According to the conceptual framework and mathematical model given in this research, it is recommended to determine the effects of the content of the brands’ posts on social media users.

Conclusion- Brands may determine the most effective content of the social media posts by applying the proposed mathematical model in this study. 

Keywords

• Digital marketing,social media,engagement,Twitter

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