Decoding Digital Engagement: A Comparative Analysis of English and Turkish Brand Post Popularity Dynamics on Platform X

Tanaltay, A., Ozturkcan, S., & Kasap, N. (2024). Decoding digital engagement: A comparative analysis of English and Turkish brand post popularity dynamics on platform X. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-10-2023-0368

26 Pages Posted: 24 Jun 2024

See all articles by Altug Tanaltay

Altug Tanaltay

Sabanci University - Sabanci University

Selcen Ozturkcan

School of Business and Economics, Linnaeus University; Sabanci Business School, Sabanci University

Nihat Kasap

Sabanci University

Date Written: May 27, 2024

Abstract

Purpose:
This research aims to understand the dynamics that drive consumer engagement of multinational brands' social media posts on platform X, formerly known as Twitter. Taking the emotional tone of posts into account, the effect of vivid, interactive, informative, entertaining and practical features of posts on consumer interactions are evaluated across English- and Turkish-speaking markets.

Methodology:
Inspired by the conceptual framework proposed in previous literature, features were extracted computationally using natural language processing from platform X posts of 33 Fortune 500 brands from various industries from June 2016 to June 2021. Following evaluation of regression models on alternative distributions of the dependent variable, which is total number of likes, shares and comments, random subspace regression using bootstrap resampling was applied to calculate an importance score and evaluate the effect of features.

Findings:
Consumers in English- and Turkish-speaking markets perceive and engage with content differently. While informative and entertaining posts resonate more with English speakers, emotions play a broader role for Turkish speakers. English-speaking audience prefers happy and vivid daytime messages with questions, while Turkish-speaking audience is drawn to angry messages, lean toward nighttime posts.

Originality:
This research is a pioneer to evaluate the factors that influence brands' platform X post engagements across markets of different cultural orientation. Beyond assessing the distinctions in brand post elements, the role of emotional content in brand messages were also analyzed across English- and Turkish-speaking markets.

Keywords: consumer engagement, brand post popularity, Platform X, Twitter, social media marketing

JEL Classification: M00

Suggested Citation

Tanaltay, Altug and Ozturkcan, Selcen and Kasap, Nihat, Decoding Digital Engagement: A Comparative Analysis of English and Turkish Brand Post Popularity Dynamics on Platform X (May 27, 2024). Tanaltay, A., Ozturkcan, S., & Kasap, N. (2024). Decoding digital engagement: A comparative analysis of English and Turkish brand post popularity dynamics on platform X. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-10-2023-0368, Available at SSRN: https://ssrn.com/abstract=4843190

Altug Tanaltay

Sabanci University - Sabanci University ( email )

Orhanli
Estambul, Tuzla 34956
Turkey

Selcen Ozturkcan (Contact Author)

School of Business and Economics, Linnaeus University ( email )

Växjö, 352 52
Sweden
+46 470-70 82 87 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

Sabanci Business School, Sabanci University ( email )

Istanbul
Turkey

Nihat Kasap

Sabanci University ( email )

Orta Mahalle Üniversite Caddesi 27
Istanbul, Orhanli, 34956 Tuzla 34956
Turkey

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