Developing effective social media messages: Insights from an exploratory study of industry experts

Abstract

As consumers are increasingly utilizing the social network and media platforms for prepurchase information, managers are confronted with producing effective social media messages that can favorably influence buyers’ attitudes and behavioral intentions towards brands. A qualitative, in‐depth, elite interview investigation with social media marketing experts was undertaken to develop awareness of the factors influencing the effectiveness of social media marketing. Adopting a thematic analysis approach, this study establishes the three overriding themes of interactivity, credibility, and infotainment as being valuable in determining how social media marketing can enhance brand performance. Attitude theory and the hierarchy‐of‐effects model is utilized to support understanding and explain the decision making of social media users in this context. Overall, this study provides managers with a thorough explanation of the effects of the identified core themes on social media attitudes and intentions. Implications for social media marketing theory and practice are presented based upon the depth and breadth of knowledge attained from the analysis of the expert interview data.