IDEAS home Printed from https://ideas.repec.org/a/eur/htprjr/14.html
   My bibliography  Save this article

The Role of Content Strategy in Social Media on Brand Post’s Popularity: a Case of Higher Education Institutions in Turkey

Author

Listed:
  • Dilek Penpece Demirer

    (Adana Science and Technology University, Turkey)

Abstract

The highly competitive higher education market has turned to branding as a solution for dealing with today’s global challenges. One important tool of a sustainable brand strategy involves forming brand fan pages and attracting followers on social networking web sites. Implementing effective content strategy on brands’ fan pages can help to form and foster relationships with the target group. Thus the aim of this study is to understand the role that content strategy in social networking web sites plays in determining the popularity of brand posts’ created by leading higher education institutions in Turkey. Results indicate that the top ten higher education institutions in Turkey most commonly made posts representing the Text + image + link content type. The majority of posts to community members were created by the institutions themselves, involved university news and were primarily made on weekdays between noon and 18:00. Additionally, MANOVA analyses were conducted to investigate the role of various elements of content strategy on brand posts’ popularity. Results indicate that content type, content agility, content context, posting type, and posting day significantly impact the number of likes, shares and comments, which are indicators of brand posts’ popularity.

Suggested Citation

  • Dilek Penpece Demirer, 2022. "The Role of Content Strategy in Social Media on Brand Post’s Popularity: a Case of Higher Education Institutions in Turkey," Humanities Today: Proceedings Articles, Revistia Research and Publishing, vol. 1, htpr_v1_i.
    • Handle: RePEc:eur:htprjr:14
    DOI: https://doi.org/10.26417/ejser.v11i2.p134-144
    as

    Download full text from publisher

    File URL: https://brucol.be/index.php/htpr/article/view/8242
    Download Restriction: no
    File URL: https://brucol.be/files/articles/htpr_v1_i2_22/Demirer.pdf
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.26417/ejser.v11i2.p134-144?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. de Vries, Lisette & Gensler, Sonja & Leeflang, Peter S.H., 2012. "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 83-91.
    2. Efthymios Constantinides & Marc C. Zinck Stagno, 2011. "Potential of the social media as instruments of higher education marketing: a segmentation study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 21(1), pages 7-24, March.
    3. Kietzmann, Jan H. & Hermkens, Kristopher & McCarthy, Ian P. & Silvestre, Bruno S., 2011. "Social media? Get serious! Understanding the functional building blocks of social media," Business Horizons, Elsevier, vol. 54(3), pages 241-251, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. repec:eur:ejserj:424 is not listed on IDEAS
    2. Giannis Milolidakis & Demosthenes Akoumianakis & Chris Kimble, 2013. "Digital traces for business intelligence: A case study of mobile telecoms service brands in Greece," Post-Print halshs-00954440, HAL.
    3. Xu, Jia & Wei, Jiuchang & Zhao, Dingtao, 2016. "Influence of social media on operational efficiency of national scenic spots in china based on three-stage DEA model," International Journal of Information Management, Elsevier, vol. 36(3), pages 374-388.
    4. Aleti, Torgeir & Pallant, Jason I. & Tuan, Annamaria & van Laer, Tom, 2019. "Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 17-32.
    5. Oberoi, Poonam & Patel, Chirag & Haon, Christophe, 2017. "Technology sourcing for website personalization and social media marketing: A study of e-retailing industry," Journal of Business Research, Elsevier, vol. 80(C), pages 10-23.
    6. Shawky, Sara & Kubacki, Krzysztof & Dietrich, Timo & Weaven, Scott, 2020. "A dynamic framework for managing customer engagement on social media," Journal of Business Research, Elsevier, vol. 121(C), pages 567-577.
    7. Malgorzata Bartosik-Purgat & Oxana Filipchuk & Michael B. Hinner, 2017. "Communication and Consumer Activities of Social Networking Sites Users: Cases from Germany, Poland and Russia," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 15(4 (Winter), pages 341-363.
    8. Janarthanan Balakrishnan & Pantea Foroudi, 2020. "Does Corporate Reputation Matter? Role of Social Media in Consumer Intention to Purchase Innovative Food Product," Corporate Reputation Review, Palgrave Macmillan, vol. 23(3), pages 181-200, August.
    9. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    10. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    11. Zulqurnain Ali & Muhammad Aqib Shabbir & Mashal Rauf & Abid Hussain, 2016. "To Assess the Impact of Social Media Marketing on Consumer Perception," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 6(3), pages 69-77, July.
    12. Atthaphon Mumi & Michael Obal & Yi Yang, 2019. "Investigating social media as a firm’s signaling strategy through an IPO," Small Business Economics, Springer, vol. 53(3), pages 631-645, October.
    13. Faseeh Amin Beig & Mohammad Furqan Khan, 2018. "Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook," Vision, , vol. 22(3), pages 264-275, September.
    14. Wagner, Timm F. & Baccarella, Christian V. & Voigt, Kai-Ingo, 2017. "Framing social media communication: Investigating the effects of brand post appeals on user interaction," European Management Journal, Elsevier, vol. 35(5), pages 606-616.
    15. Kick, Markus, 2015. "Social Media Research: A Narrative Review," EconStor Preprints 182506, ZBW - Leibniz Information Centre for Economics.
    16. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    17. De Luca, Francesco & Iaia, Lea & Mehmood, Asad & Vrontis, Demetris, 2022. "Can social media improve stakeholder engagement and communication of Sustainable Development Goals? A cross-country analysis," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    18. Motta Joana & Barbosa Maria, 2018. "Social Media as a Marketing Tool for European and North American Universities and Colleges," Journal of Intercultural Management, Sciendo, vol. 10(3), pages 125-154, September.
    19. Felicitas M. Brech & Uwe Messer & Brian A. Vander Schee & Philipp A. Rauschnabel & Bjoern S. Ivens, 2017. "Engaging fans and the community in social media: interaction with institutions of higher education on Facebook," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 112-130, January.
    20. Jacobson, Jenna & Hodson, Jaigris & Mittelman, Robert, 2022. "Pup-ularity contest: The advertising practices of popular animal influencers on Instagram," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    21. Kirtika Deo & Abhnil Amtesh Prasad, 2020. "Evidence of Climate Change Engagement Behaviour on a Facebook Fan-Based Page," Sustainability, MDPI, vol. 12(17), pages 1-16, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eur:htprjr:14. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Revistia Research and Publishing (email available below). General contact details of provider: https://revistia.org/index.php/htpr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.