How social media platform affordances influence digital brand ‎personality: a cross-platform comparison of user-generated content

Research output: Contribution to conferencePaperpeer-review

Abstract

The aim of this research is to explore digital brand personality as projected through user-‎generated content across different social media platforms. The qualitative study adopts a ‎multi-site netnography design to collect user-generated content from Facebook, Twitter, ‎Instagram, TikTok, and YouTube. Through a thematic and visual analysis of 250 social media ‎posts regarding two major sports brands, the study finds that different dimensions and facets ‎of a brand’s digital personality emerge at each social media site. Preliminary findings indicate ‎how the distinct structural affordances and socio-cultural practices of a social media platform ‎lend themselves to the emergence of specific digital brand personality attributes. Thus, this ‎research contributes to digital branding research by highlighting the role of digital platforms ‎and user-generated content in shaping digital brand personality.‎
Original languageEnglish
Number of pages10
Publication statusPublished - 26 May 2023
EventEuropean Marketing Academy Conference 2023 - Odense, Denmark
Duration: 23 May 202326 May 2023
https://www.emacconference2023.org/

Conference

ConferenceEuropean Marketing Academy Conference 2023
Abbreviated titleEMAC 2023
Country/TerritoryDenmark
CityOdense
Period23/05/2326/05/23
Internet address

Keywords

  • brand personality
  • digital brands
  • social media

Fingerprint

Dive into the research topics of 'How social media platform affordances influence digital brand ‎personality: a cross-platform comparison of user-generated content'. Together they form a unique fingerprint.

Cite this