PDF of article: Creative_Stragegies_in_Social_Meida_Marketing

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Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. https://doi.org/10.1002/mar.20761

What is the abstract of the article?

This study employed a content analysis of the creative strategies present in the social media content shared by a sample of top brands. The results reveal which social media channels are being used, which creative strategies/appeals are being used, and how these channels and strategies relate to consumer engagement in branded social media. Past research has suggested that brands should focus on maintaining a social presence across social channels with content that is fresh and frequent and includes incentives for consumer participation (Ling et al., 2004). This study confirmed the importance of frequent updates and incentives for participation. In addition, several creative strategies were associated with customer engagement, specifically experiential, image, and exclusivity messages. Despite the value of these creative approaches, most branded social content can be categorized as functional. © 2014 Wiley Periodicals, Inc.

Was the study experimental or non-experimental?

The study was non-experimental. The researchers did not use manipulation or treatment, and they stated that they were using content analysis to study social media.

Was the research qualitative or quantitative?

The study is quantitative because it uses statistics. Also, the Likert scale is shown as a possible strategy in table one, as well as some open-ended questions. However, these do not end up being used.

What was the population studied?

The population for this study was top brands recognized by social media. This is because the goal of this study is to discover which social media channels are the most popular and effective.

What sample was used for this study?

The sample used in this study was the top 100 brands in brand equality.  These brands were ranked by “Interbrand’s Best Global Brands valuation study.”

What was the method of measurement?

The method of measurement used in this study was ordinal because they used a Likert 5-point scale. Also, another measurement used was ratio. On tables two and three, a possible answer is zero percent because a company could technically have zero social meida channel usage or message strategy usage.

There were also open ended question in table one, however they did not reappear in the text and were only possible stratigies.

What was the method of analysis?

In tables two, three, and four, a one-way ANOVA comparison was used to compare simular data.

What was the conclusion of the study?

The conclusion of this study is that the top brands are ranked were they are because of their ability to understand how consumers percieve and judge brands based on social media marketing. The study shows how important having a good social media pressence is for building a company and its future.

Why is this study useful to you? Explain in detail.

This study is usefull for me because I would like to start online marketing for other companies. Using companies that have found success through social media marketing is very important in order to learn more about affiliate marketing. This study has also helped me learn what platforms people gravitate towards and which my be the most effective for affiliate markting.

What would be the next logical step in extending this study?

In the future, one step that could be taken is to redo this study. This would be good becuase in the next ten years most popular socail media platforms could change, so it is important to know which ones are being used by top bussinesses.