Let’s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships

By P. Brubaker, Christopher Wilson. Public Relations Review, 2018

108 citations recorded by the source corpus.

Abstract This longitudinal content analysis of 1,393 Facebook posts made by the top 100 brands provides empirical evidence that leveraging visual communication is not enough for brands to solicit engagement. As brands adapt and adjust their Facebook visual content strategy to capture the attention of their publics in crowded News Feeds, they also need to employ text-based engagement strategies that get users to engage and interact with brand content. Once users start interacting with brand content, it is more likely that other users will engage with the content as well, igniting a conversation. The combination of brand posts with visuals and text-based messages gives brand publics something to talk about and ultimately can lead to stronger relationships.

Subfields: Communication, Sociology and Political Science, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/2209daa0e37ab3537f7fd81d2be3f7e4b4113f12

Citations in the corpus

• Unpacking the black box: How to promote citizen engagement through government social media during the COVID-19 crisis (2020, unknown): “Some studies directly consider comments, likes and shares as the three dimensions of social media engagement (Brubaker & Wilson, 2018; Kim & Yang, 2017) .”