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dc.contributor.authorTafesse, Wondwesen
dc.contributor.authorWien, Anders Hauge
dc.date.accessioned2017-03-27T10:57:12Z
dc.date.available2017-03-27T10:57:12Z
dc.date.issued2017-03-10
dc.description.abstractAbstract: 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.sponsorshipThe authors received no direct funding for this research.en_US
dc.descriptionPublished 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.citationTafesse WT, Wien AH. A framework for categorizing social media posts. Cogent Business & Management. 2017;4(1):1-22en_US
dc.identifier.cristinIDFRIDAID 1457583
dc.identifier.doihttps://doi.org/10.1080/23311975.2017.1284390
dc.identifier.issn2331-1975
dc.identifier.urihttps://hdl.handle.net/10037/10873
dc.language.isoengen_US
dc.publisherCogent OAen_US
dc.relation.journalCogent Business & Management
dc.rights.accessRightsopenAccessen_US
dc.subjectVDP::Samfunnsvitenskap: 200::Økonomi: 210::Bedriftsøkonomi: 213en_US
dc.subjectVDP::Social science: 200::Economics: 210::Business: 213en_US
dc.subjectVDP::Samfunnsvitenskap: 200::Medievitenskap og journalistikk: 310en_US
dc.subjectVDP::Social science: 200::Media science and journalism: 310en_US
dc.subjectsocial media marketingen_US
dc.subjectcontent marketingen_US
dc.subjectcontent strategyen_US
dc.subjectbrand pagesen_US
dc.subjectbrand postsen_US
dc.subjectfacebooken_US
dc.titleA framework for categorizing social media postsen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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