Abstract
Purpose: Posting content on social media by companies, especially smaller ones, is a reality; however, entrepreneurs still need to discover commercial returns from this content. Therefore, our study aimed to evaluate the prediction of visual content manipulation in social media posts on a small company's commercial business results. Design/Methodology/Approach: Our research was conducted via a quasi-experiment in a natural environment over 144 days in a business social media profile that sells its products in a physical store and via an app. Two types of publication content were manipulated: concrete and abstract. Findings: The content of social media posts affected sales differently, depending on whether they were concrete or abstract. Concrete posts increased sales (in-store and via app) on the same day, while abstract posts increased sales the day after the post, especially considering the period. Originality/value: Our study contributes to the discussion of how the typology of the posts can influence a company's commercial result, going beyond the metrics assessment of social media platforms to the company's cash flow.
Sign-in/Register to access full text options 
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.
