Robson, Sebastian, Banerjee, Snehasish orcid.org/0000-0001-6355-0470 and Kaur, Avneet (2022) Brand Post Popularity on Social Media:A Systematic Literature Review. In: The 16th International Conference on Ubiquitous Information Management and Communication:IMCOM 2022. The 16th International Conference on Ubiquitous Information Management and Communication, 03-05 Jan 2022 IEEE
Abstract
Social media has now become an indispensable marketing tool. Much research has been done to understand what makes brands’ social media posts popular by attracting Likes, Comments and/or Shares. The objective of this paper is to carry out a systematic literature review on brand post popularity on social media. Through a literature search on Scopus—the largest database of peer-reviewed literature, 19 relevant articles were identified. Facebook has been the most widely studied platform while only a handful of works have focused on Instagram and Twitter. Platforms such as LinkedIn and TikTok have not been studied. Scholarly attention has mostly been trained on well-known and popular brands. A list of 22 antecedents of brand post popularity could be identified, some of which have often yielded contradictory findings. Several directions for future research are proposed. Consistencies in the literature are also summarized for the benefit of practitioners such as social media marketers.
Metadata
Item Type: | Proceedings Paper |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © IEEE. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details |
Keywords: | brand post popularity,digital branding,digital marketing,Facebook,Instagran,research agenda,social media,social media marketing,TikTok,Twitter |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 05 Jan 2022 10:20 |
Last Modified: | 20 Dec 2024 00:06 |
Published Version: | https://doi.org/10.1109/IMCOM53663.2022.9721784 |
Status: | Published |
Publisher: | IEEE |
Identification Number: | 10.1109/IMCOM53663.2022.9721784 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:182088 |
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Description: IMCOM brand posts SLR R1