Abstract
ABSTRACT Social media communities are commonly used as marketing tools to reach millions of users. Through two studies, we investigate how owned social media content is associated with commercial performance and moderated by community size. We find that commercial performance is positively associated with posts showcasing the superior value of a product or brand and with posts that have an intention to sell. In addition, in large online communities, posts intended to create social interactions among marketers and users are not associated with commercial performance. However, in mid-sized communities, posts with the same intentions increase commercial performance. We theorise that the presence of internet trolls and a lower sense of group loyalty may explain the absence of these associations in large online communities. Finally, we identify four dimensions of content that were fairly consistent across studies. We customise these content dimensions according to each of the industries studied for marketers’ use.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
