Management Research | Journals | Books and Articles

The IUP Journal of Management Research

Content Sharing and Communication on Social Media Platforms: A Review

Article Details

Pub. Date	: Jan, 2022
Product Name	: The IUP Journal of Management Research
Product Type	: Article
Product Code	: IJMR030122
Author Name	: Yukti Ahuja and Kashika Chadha
Availability	: YES
Subject/Domain	: Arts & Humanities
Download Format	: PDF Format
No. of Pages	: 15

Price

Download

Abstract

Social media is the powerhouse of marketing where content is seeded by individuals and firms for self-promotion and building long-lasting relationships. With the introduction of Web 2.0 or an advanced version of it, social media platforms play a significant role in disseminating the firms' content or messages to their target community. With an increase in the number of social platforms and consequently, intense competition among social media sites, channel selection has become a significant area of study for the marketers to transmit their communication material to the target audience. With billions of interactions on social platforms like Facebook, YouTube, Twitter, Instagram, LinkedIn, etc. on a daily basis around the globe, brands have embraced social media to connect and engage with their audience. Content type, creation and delivery have become quintessential to success with the audience. Past research explored content and content marketing, but this study endeavors an in-depth investigation of social media content with respect to the platforms on which it is shared/ communicated. The authors have collected data through academic studies, white papers and industry insights to elicit the required information. The platforms used are Facebook, LinkedIn, Instagram, YouTube, Tumblr and Twitter. The findings reveal stark differences in content sharing and communication across platforms and present strategies for corporates, academicians and researchers.

Introduction

With the evolution of the Internet, social media has spread widely with 2.82 billion users, and this number was expected to grow to 3.09 billion users by 2021 (Statista, 2019). Social media is providing a great platform for marketers to disseminate their messages and to build their relationship with customers. The billions of