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The language of social media contests: A lexical analysis of contests across social platforms

Author

Listed:
  • Gilstrap, Curt

    (The University of Southern Indiana, USA)

  • Park, Sun-Young

    (University of Massachusetts, USA)

Abstract

Contests play an important role in social media content created and facilitated by users generally, and by brands and marketers specifically, in the drive for continued communicative engagement and online participation. This study assesses the language of social media contests by capturing more than 30,000 social media posts relating to contests, and performing a lexical analysis on them to identify major linguistic themes. The findings reveal a mixture of persuasive language tropes, gratitude linkages and platform-specific behaviour across social media contest posts. Implications include the utilisation of social contest language for brand strategy.

Suggested Citation

  • Gilstrap, Curt & Park, Sun-Young, 2023. "The language of social media contests: A lexical analysis of contests across social platforms," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(3), pages 249-269, February.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:10:i:3:p:249-269
    as

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    More about this item

    Keywords

    social contests; social marketing; social branding; social media contests; lexical analysis;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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