Key Factors in Creating Social Media Content to Enhance Brand–Consumer Engagement

Document Type : Research Paper

Authors

1 Ph.D. Candidate, Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran.

2 Assistant Prof., Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran.

3 Assistant Prof., Sobey School of Business Management, Saint Mary’s University, NS, Canada.

10.22059/jibm.2024.376776.4792

Abstract

Objective
Social media is a pivotal tool in creating and strengthening interactions between brands and consumers. Given the rapid growth of these platforms and the vital role of the content produced in attracting, engaging, and retaining customers, identifying the factors affecting the production of effective content on social media is of great importance. This study was designed to identify the key factors of social media content production and analyze their impact on consumer interaction with the brand. The main objective is to provide a comprehensive model for optimizing content strategies that can effectively strengthen customer interactions with brands and, as a result, improve digital marketing performance.
 
Methodology
This qualitative, survey, and descriptive research was conducted using semi-structured interviews with 15 marketing experts and professors in Isfahan. After initially identifying 48 effective factors through a literature review and conducting interviews, these factors were reduced to 29 key variables, using the Delphi method and content analysis. Then, the data were processed using the MICMAC analysis method. This method allowed the classification of variables based on the two dimensions of "influence" and "influenceability". It also helped to identify driving, dependent, connected, and autonomous factors. To ensure the validity of the findings, validity and reliability criteria based on the Lincoln and Guba framework were used, including reliability, transferability, stability, and confirmability.
 
Findings
The results of the MICMAC analysis showed that "service features," "management factors," and "content production strategy" are the three main driving factors with the greatest influence and the least dependence, playing a pivotal role in improving consumer interaction with the brand. These independent factors are strategic foundations that, if properly managed, can directly and indirectly affect other variables in the system. Also, variables such as “digital marketing”, “general and professional education”, and “organizational infrastructure” were included in the category of connected factors that are both influential and influenced. In contrast, factors such as “value retention and loyalty” and “increase in purchase intention” were in the dependent or central area and are more influenced by other factors.
 
Conclusion
The findings of this study show that focusing on driving factors, especially service characteristics, management factors, and content production strategy, can effectively lead to the optimization of social media content. This optimization not only creates deeper and more sustainable interactions with audiences but also leads to significant improvements in digital marketing strategies and ultimately, increased customer loyalty and purchase intention. In addition, a systematic understanding of the relationships between influential and influenced variables helps decision makers to allocate their resources in a targeted manner by identifying strategic levers. Emphasizing a systemic approach and structural analysis, this study provides an operational framework for brands and marketers to identify strategic levers to produce content that both creates value and enhances engagement.
 

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 17, Issue 4
2025
Pages 1067-1093

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