Brand’s Social Media Presence as Networks: The Role of Interactivity and Network Centrality on Engagement

Abstract

Despite ample research on brand engagement via social media, little research considers the aggregate effect of multiple same-brand accounts on engagement. Multiple same-brand accounts are common because they allow brands to extend their reach, tailor their messaging, and cross-promote their products/services. Therefore, this study tests whether interaction between same-brand social media accounts and centrality within same-brand conversational networks is related to user engagement. An analysis of 3,380 brand accounts found that after controlling for interactions with users, interactions between brand accounts contributed significantly to user engagement and that account centrality measures were associated with measures of engagement.

Keywords:

• Interactivity
• Public Relations
• Social Capital
• Social Media Engagement

Disclosure statement

No potential conflict of interest was reported by the authors.