Brand Post Popularity on Social Media: A Systematic Literature Review

Sebastian  Robson; Snehasish Banerjee; Avneet  Kaur

doi:10.1109/IMCOM53663.2022.9721784

Brand Post Popularity on Social Media: A Systematic Literature Review

Sebastian Robson, Snehasish Banerjee, Avneet Kaur

The York Management School

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

Social media has now become an indispensable marketing tool. Much research has been done to understand what makes brands’ social media posts popular by attracting Likes, Comments and/or Shares. The objective of this paper is to carry out a systematic literature review on brand post popularity on social media. Through a literature search on Scopus—the largest database of peer-reviewed literature, 19 relevant articles were identified. Facebook has been the most widely studied platform while only a handful of works have focused on Instagram and Twitter. Platforms such as LinkedIn and TikTok have not been studied. Scholarly attention has mostly been trained on well-known and popular brands. A list of 22 antecedents of brand post popularity could be identified, some of which have often yielded contradictory findings. Several directions for future research are proposed. Consistencies in the literature are also summarized for the benefit of practitioners such as social media marketers.

Original language	English
Title of host publication	The 16th International Conference on Ubiquitous Information Management and Communication
Subtitle of host publication	IMCOM 2022
Publisher	IEEE
ISBN (Electronic)	9781665426787
ISBN (Print)	9781665426794
DOIs	https://doi.org/10.1109/IMCOM53663.2022.9721784
Publication status	Published - 10 Mar 2022
Event	The 16th International Conference on Ubiquitous Information Management and Communication - Online Duration: 3 Jan 2022 → 5 Jan 2022 http://www.imcom.org/

Conference

Conference	The 16th International Conference on Ubiquitous Information Management and Communication
Abbreviated title	IMCOM 2022
Period	3/01/22 → 5/01/22
Internet address	http://www.imcom.org/

Bibliographical note

© IEEE. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details

Keywords

brand post popularity
digital branding
digital marketing
Facebook
Instagran
research agenda
social media
social media marketing
TikTok
Twitter

Access to Document

10.1109/IMCOM53663.2022.9721784

IMCOM brand posts SLR R1
© IEEE. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details
Accepted author manuscript, 297 KB

Cite this

@inproceedings{516a8288b37e428eb86f688b83e261a8,

title = "Brand Post Popularity on Social Media: A Systematic Literature Review",

abstract = "Social media has now become an indispensable marketing tool. Much research has been done to understand what makes brands{\textquoteright} social media posts popular by attracting Likes, Comments and/or Shares. The objective of this paper is to carry out a systematic literature review on brand post popularity on social media. Through a literature search on Scopus—the largest database of peer-reviewed literature, 19 relevant articles were identified. Facebook has been the most widely studied platform while only a handful of works have focused on Instagram and Twitter. Platforms such as LinkedIn and TikTok have not been studied. Scholarly attention has mostly been trained on well-known and popular brands. A list of 22 antecedents of brand post popularity could be identified, some of which have often yielded contradictory findings. Several directions for future research are proposed. Consistencies in the literature are also summarized for the benefit of practitioners such as social media marketers.",

keywords = "brand post popularity, digital branding, digital marketing, Facebook, Instagran, research agenda, social media, social media marketing, TikTok, Twitter",

author = "Sebastian Robson and Snehasish Banerjee and Avneet Kaur",

note = "{\textcopyright} IEEE. This is an author-produced version of the published paper. Uploaded in accordance with the publisher{\textquoteright}s self-archiving policy. Further copying may not be permitted; contact the publisher for details; The 16th International Conference on Ubiquitous Information Management and Communication, IMCOM 2022 ; Conference date: 03-01-2022 Through 05-01-2022",

year = "2022",

month = mar,

day = "10",

doi = "10.1109/IMCOM53663.2022.9721784",

language = "English",

isbn = "9781665426794",

booktitle = "The 16th International Conference on Ubiquitous Information Management and Communication",

publisher = "IEEE",

address = "United States",

url = "http://www.imcom.org/",

}

TY - GEN

T1 - Brand Post Popularity on Social Media

T2 - The 16th International Conference on Ubiquitous Information Management and Communication

AU - Robson, Sebastian

AU - Banerjee, Snehasish

AU - Kaur, Avneet

N1 - © IEEE. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details

PY - 2022/3/10

Y1 - 2022/3/10

N2 - Social media has now become an indispensable marketing tool. Much research has been done to understand what makes brands’ social media posts popular by attracting Likes, Comments and/or Shares. The objective of this paper is to carry out a systematic literature review on brand post popularity on social media. Through a literature search on Scopus—the largest database of peer-reviewed literature, 19 relevant articles were identified. Facebook has been the most widely studied platform while only a handful of works have focused on Instagram and Twitter. Platforms such as LinkedIn and TikTok have not been studied. Scholarly attention has mostly been trained on well-known and popular brands. A list of 22 antecedents of brand post popularity could be identified, some of which have often yielded contradictory findings. Several directions for future research are proposed. Consistencies in the literature are also summarized for the benefit of practitioners such as social media marketers.

AB - Social media has now become an indispensable marketing tool. Much research has been done to understand what makes brands’ social media posts popular by attracting Likes, Comments and/or Shares. The objective of this paper is to carry out a systematic literature review on brand post popularity on social media. Through a literature search on Scopus—the largest database of peer-reviewed literature, 19 relevant articles were identified. Facebook has been the most widely studied platform while only a handful of works have focused on Instagram and Twitter. Platforms such as LinkedIn and TikTok have not been studied. Scholarly attention has mostly been trained on well-known and popular brands. A list of 22 antecedents of brand post popularity could be identified, some of which have often yielded contradictory findings. Several directions for future research are proposed. Consistencies in the literature are also summarized for the benefit of practitioners such as social media marketers.

KW - brand post popularity

KW - digital branding

KW - digital marketing

KW - Facebook

KW - Instagran

KW - research agenda

KW - social media

KW - social media marketing

KW - TikTok

KW - Twitter

UR - https://ieeexplore.ieee.org/document/9721784

U2 - 10.1109/IMCOM53663.2022.9721784

DO - 10.1109/IMCOM53663.2022.9721784

M3 - Conference contribution

SN - 9781665426794

BT - The 16th International Conference on Ubiquitous Information Management and Communication

PB - IEEE

Y2 - 3 January 2022 through 5 January 2022

ER -

Brand Post Popularity on Social Media: A Systematic Literature Review

Abstract

Conference

Bibliographical note

Keywords

Access to Document

Other files and links

Cite this