THE EFFECTS OF BRANDS' POSTS ON SOCIAL MEDIA: CONCEPTUAL FRAMEWORK AND APPLICATION METHOD

Purpose- Many forms of brands’ posts such as cointaining web links, images,photos and videos can be used for marketing research. The aim of this study is topresent an approach to gather and analyze social media data and shows howmarketers can derive useful outcomes from these data.Methodology- The impacts of media types (link, text, video,photo), length, time (day-of-week and time-of-day) of brands' posts on customers’engagement are investigated. For this purpose, we propose a conceptualframework and mathematical model.Findings- According to the conceptual framework and mathematical model givenin this research, it is recommended to determine the effects of the content ofthe brands’ posts on social media users.Conclusion- Brands may determine the most effective contentof the social media posts by applying the proposed mathematical model in thisstudy.