The DOI matches its Crossref record; 7 of the 7 references it cites were found in a registry or an index.
What messages to post? Evaluating the popularity of social media communications in business versus consumer markets
Open accessAbstract
Abstract Although social media usage in business markets continues to grow, managers still struggle with designing popular brand message posts. This research investigates the key factors that contribute to Facebook brand content popularity metrics (i.e., number of likes and comments) for Fortune 500 companies' brand posts in business-to-business (B2B) versus business-to-consumer (B2C) markets. Building on psychological motivation theory, the authors examine key differences in B2B and B2C social media message strategies in terms of branding, message appeals, selling, and information search. Using Bayesian models, they find noteworthy differences in the propensity of viewers to popularize brand posts. Specifically, the results indicate that the inclusion of corporate brand names, functional and emotional appeals, and information search cues increases the popularity of B2B messages compared with B2C messages. Moreover, viewers of B2B content demonstrate a higher message liking rate but a lower message commenting rate than viewers of B2C content.
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Cites
The Content Analysis Guidebook
Neuendorf, K. A. (2017) · doi:10.4135/9781071802878 · Cited by 9,286
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004) · Journal of Interactive Marketing · doi:10.1002/dir.10073 · Cited by 5,916
Maps of Bounded Rationality: Psychology for Behavioral Economics
Kahneman, D. (2003) · American Economic Review · doi:10.1257/000282803322655392 · Cited by 5,377
What Makes Online Content Viral?
Berger, J., & Milkman, K. L. (2012) · Journal of Marketing Research · doi:10.1509/jmr.10.0353 · Cited by 3,178 · cited 2×
“Although “buying” fansmay increase popularity, this strategy's impact is limited if it fails to popularize brand page posts through increased likes and/or comments so that brand messages are shared throughout a viewer's network (Berger and Milkman, 2012).”
BackgroundMethodWord of mouth and interpersonal communication: A review and directions for future research
Berger, J. (2014) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2014.05.002 · Cited by 1,469
Alexandrov, A., Lilly, B., & Babakus, E. (2013) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-012-0323-4 · Cited by 448
Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies
Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-014-0388-3 · Cited by 434 · cited 1×
“…their customers – it enables marketers to influence brand outcomes and purchase decisions through fan promotion and popularization of brand content (De Vries, Gensler, and Leeflang, 2012; Kumar and Mirchandani, 2012; Hennig-Thurau, Wiertz, and Feldhaus, 2015; Nelson-Field, Riebe, and Sharp, 2012).”
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Cited by
Social media in marketing: A review and analysis of the existing literature
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017) · Telematics and Informatics · doi:10.1016/j.tele.2017.05.008 · Cited by 1,123
Li, F., Larimo, J., & Leonidou, L. C. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00733-3 · Cited by 996
A comparison of social media marketing between B2B, B2C and mixed business models
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019) · Industrial Marketing Management · doi:10.1016/j.indmarman.2018.01.001 · Cited by 338
Foltean, F. S., Trif, S. M., & Tuleu, D. L. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2018.10.047 · Cited by 228
Salo, J. (2017) · Industrial Marketing Management · doi:10.1016/j.indmarman.2017.07.013 · Cited by 190
Metadata
- Authors
- Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N.
- Venue
- Industrial Marketing Management
- Publisher
- Elsevier BV
- Published
- 2017-04
- Volume
- 62
- Pages
- 77-87
- ISSN
- 0019-8501 (ISSN-L)
- OpenAlex
- W2501210280
- Cited by
- 345
- References
- 7
- FWCI
- 86.70
- Type
- journal article
- Language
- en
- Open access
- green
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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