What is it about?

This study looks at how companies can do better on social media. We studied 4 different brands in Turkey, some selling durable goods (like electronics) and others selling fast-moving consumer goods (like snacks). We collected 1,130 posts from Facebook and Twitter to see what makes people like, share, and comment on them. We found out that using videos and pictures, posting often, and interacting with followers make people engage more with the posts. We also learned that different social media platforms and the type of brand matter, so there's no one-size-fits-all strategy for success.

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Why is it important?

Enhancing Social Media Effectiveness: In today's digital age, social media is a critical platform for brands to connect with consumers. This study aims to provide actionable guidelines and strategic insights to help consumer brands improve their effectiveness on social media. Understanding Consumer Engagement: The study delves into the factors that influence consumer engagement on social media, such as reposting, commenting, and liking posts. Understanding these factors can help brands create more engaging content and connect better with their audience. Industry and Platform Specifics: By considering differences between industries and social media platforms, this study acknowledges that there is no one-size-fits-all approach to social media management. It provides insights tailored to specific contexts, making it valuable for a wide range of businesses. Advanced Analysis: The use of predictive analysis and machine learning algorithms sets this study apart. It goes beyond traditional research methods to provide data-driven strategies that brands can apply easily to improve their social media performance. Unique Data and Setting: The study's focus on brands in Turkey and its use of novel data analysis algorithms make it distinct from similar research, providing fresh insights that can be valuable for both local and global brands.

Read the Original

This page is a summary of: How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market, Journal of theoretical and applied electronic commerce research, January 2021, MDPI AG,
DOI: 10.3390/jtaer16040044.
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