dc.contributor.author | Tafesse, Wondwesen | |
dc.contributor.author | Wien, Anders Hauge | |
dc.date.accessioned | 2017-03-27T10:57:12Z | |
dc.date.available | 2017-03-27T10:57:12Z | |
dc.date.issued | 2017-03-10 | |
dc.description.abstract | Abstract: Brand posts are concise and recurrent updates created by brands and
sent out to their followers on social media. Brand posts play a crucial linking role by
connecting brands to their customers and fans on a daily basis. Brand posts represent
a rich form of communication that convey various brand meaning and experiences
using multiple media formats. Despite this, however, brand posts have not
been subjected to formalized analyses in the literature. Accordingly, the purpose of
this study is to conduct a formalized analysis of brand posts and propose a systematic
framework to categorize them. With this aim, the study performed qualitative
content analysis involving three interrelated coding procedures. First, the study
reviewed the relevant literature to identify pre-existing coding categories (deductive
coding). Second, the study drew together systematic inferences from a purposive
sample of brand posts (n = 371) to derive new coding categories (inductive coding).
Finally, the study implemented a double-coding procedure on a probabilistic sample
of brand posts (n = 249) to validate the initial coding categories (validation coding).
Together, the three coding procedures produced 12 exhaustive and mutually exclusive
categories of brand posts. The proposed categorization offers a comprehensive
framework to think about brand posts. For marketers, it provides guidance to create
the stream of content necessary to stimulate daily customer interaction on social
media. For researchers, it offers a solid conceptual foundation to categorize, code
and model brand posts. | en_US |
dc.description.sponsorship | The authors received no direct funding for this research. | en_US |
dc.description | Published version. Source at: http://dx.doi.org/10.1080/23311975.2017.1284390
This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license. | en_US |
dc.identifier.citation | Tafesse WT, Wien AH. A framework for categorizing social media posts. Cogent Business & Management. 2017;4(1):1-22 | en_US |
dc.identifier.cristinID | FRIDAID 1457583 | |
dc.identifier.doi | https://doi.org/10.1080/23311975.2017.1284390 | |
dc.identifier.issn | 2331-1975 | |
dc.identifier.uri | https://hdl.handle.net/10037/10873 | |
dc.language.iso | eng | en_US |
dc.publisher | Cogent OA | en_US |
dc.relation.journal | Cogent Business & Management | |
dc.rights.accessRights | openAccess | en_US |
dc.subject | VDP::Samfunnsvitenskap: 200::Økonomi: 210::Bedriftsøkonomi: 213 | en_US |
dc.subject | VDP::Social science: 200::Economics: 210::Business: 213 | en_US |
dc.subject | VDP::Samfunnsvitenskap: 200::Medievitenskap og journalistikk: 310 | en_US |
dc.subject | VDP::Social science: 200::Media science and journalism: 310 | en_US |
dc.subject | social media marketing | en_US |
dc.subject | content marketing | en_US |
dc.subject | content strategy | en_US |
dc.subject | brand pages | en_US |
dc.subject | brand posts | en_US |
dc.subject | facebook | en_US |
dc.title | A framework for categorizing social media posts | en_US |
dc.type | Journal article | en_US |
dc.type | Tidsskriftartikkel | en_US |
dc.type | Peer reviewed | en_US |