Original scientific paper
https://doi.org/10.1080/1331677X.2024.2308876
To comment or not? The role of brand-related content type on social media
Anita Ciunova-Shuleska
Nikolina Palamidovska-Sterjadovska
Irena Bogoevska-Gavrilova
Martin Mihajlov
Abstract
In recent years, social media platforms have transformed into
dynamic spaces for brand-consumer interaction, with commenting
emerging as a strategic tool for brands to connect with their
audience. This research study aims to examine what types of
incentives trigger customers’ engagement in terms of commenting
on different brand-related content types on social media. A
total of 415 questionnaires were analyzed and a structural equation
modeling approach was used to investigate the relationships
among communal, self-interest, and reward incentives as independent
variables and intentions to comment on commercial,
personal opinion, and lifestyle brand-related content on social
media as dependent variables. The results reveal that communal
and reward incentives positively influence intentions to engage in
commenting on commercial, personal opinion, and lifestyle content,
whereas self-interest incentives negatively influence intentions
to engage in commenting on the three types of analyzed
brand-related content on social media. The paper focuses specifically
on intentions to comment on different types of brand-related
social media content rather than on contributing activities in general.
The present study fills the research gaps, concerning the lack
of analysis of the influence of different incentives on intentions to
comment on different brand-related content types on social
media
Keywords
Brands; content management; social media; end users; consumer behavior; co-creation
Hrčak ID:
321741
URI
Publication date:
12.3.2024.
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