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Exploring the relationship between dimensions of branded content and interactivity on twitter: a data-driven content marketing approach

Author

Listed:
  • O?uz Ku?

    (Istanbul University)

  • Charmaine Du Plessis

    (Department of Communication Science, University of South Africa)

Abstract

The purpose of this paper is to investigate the relationship between dimensions of branded content and interactivity on Twitter. A data-driven content marketing perspective was adopted within a business-to-consumer (B2C) context by focusing on some social metrics of a flag carrier airline brand. A pragmatic worldview allowed the researchers to test four hypotheses to examine the relationship between dimensions of branded content and their interaction level on Twitter. Facepager was used as a data collection tool. The analysis indicates that there is a significant relationship between the type of visuals, number of hashtags, character count, branded content grouping and more interactivity for the brand?s tweets. Further work is required to identify more dimensions of branded content to measure interactivity on social media with a larger sample and more social media platforms. The results extend the literature on data-driven content marketing and facilitate our understanding of how social metrics could assist brands to focus on best performing social media posts for more engagement.

Suggested Citation

  • O?uz Ku? & Charmaine Du Plessis, 2022. "Exploring the relationship between dimensions of branded content and interactivity on twitter: a data-driven content marketing approach," Proceedings of Economics and Finance Conferences 13315662, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iefpro:13315662
    as

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    File URL: https://iises.net/proceedings/17th-economics-finance-conference-istanbul/table-of-content/detail?cid=132&iid=011&rid=15662
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    References listed on IDEAS

    as
    1. Davis, Scott W. & Horváth, Csilla & Gretry, Anaïs & Belei, Nina, 2019. "Say what? How the interplay of tweet readability and brand hedonism affects consumer engagement," Journal of Business Research, Elsevier, vol. 100(C), pages 150-164.
    2. Hollebeek, Linda D. & Macky, Keith, 2019. "Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 27-41.
    3. Chrystal B. Zhang & Yi Hsin Lin, 2015. "Exploring interactive communication using social media," The Service Industries Journal, Taylor & Francis Journals, vol. 35(11-12), pages 670-693, August.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Branded content; business-to-consumer (B2C); content marketing; data-driven content marketing; interactivity; social metrics; Twitter;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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