What makes for successful social media marketing? Is it messaging that creates excitement or leans towards the informative? Stunning visuals and/or stirring music? Celebrity influencers and their stamp of approval? And how does it all affect sales anyway?
Identifying the elements of effective social media messaging is critical, considering that 3.6 billion people use social media, and social media ad spend is on track to surpass US$200 billion by 2024. In a groundbreaking study, my co-authors* and I investigate the impact of different types of firm-generated content (FGC) on the product sales of a large consumer electronics multinational over two years.
