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How does consumer engagement evolve when brands post across multiple social media?

Author

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  • Vasu Unnava

    (University of California-Davis)

  • Ashwin Aravindakshan

    (University of California-Davis)

Abstract

Brands allocate their social media advertising across multiple platforms such as Facebook, Twitter, Instagram, and YouTube. Because consumers use multiple social media, brand communications on one platform could generate engagement within the same platform (direct effects) and potentially impact engagement with the brand on the other platforms (spillover effects). Additionally, past engagement with a post on a platform could sustain into the future, thereby improving the longevity of posts (carryover effects). These effects could also vary across platforms. Drawing on recent advertising literature, the authors propose and test differential carryover, spillover, and direct effects within and across social media. The empirical analysis indicates that these effects exist and are significant, supporting the propositions presented. The analysis provides generalizable guidelines to social media marketers on the effectiveness of the various platforms at sustaining a post and at creating direct and spillover effects across other platforms. Finally, the study also exemplifies a resource allocation model for brands to use when allocating their efforts across the various social media platforms to maximize both consumer engagement and the firm’s return on social media investment.

Suggested Citation

  • Vasu Unnava & Ashwin Aravindakshan, 2021. "How does consumer engagement evolve when brands post across multiple social media?," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 864-881, September.
    • Handle: RePEc:spr:joamsc:v:49:y:2021:i:5:d:10.1007_s11747-021-00785-z
    DOI: 10.1007/s11747-021-00785-z
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    2. Jan-Benedict E. M. Steenkamp & Alberto Maydeu-Olivares, 2023. "Unrestricted factor analysis: A powerful alternative to confirmatory factor analysis," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 86-113, January.
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    4. Reimer, Thomas, 2023. "Environmental factors to maximize social media engagement: A comprehensive framework," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Jose A. Flecha Ortiz & María Los M. Santos Corrada & Evelyn Lopez & Virgin Dones & Vivian Feliberty Lugo, 2023. "Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 535-549, November.
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