An analysis of how Fortune 500 companies respond to users replying to company tweets

The objective of the research was to identify statistically significant differences in selected engagement indicators on Facebook – likes and shares in relation to the different types of content that brands on this platform add to. The analysis was performed on a sample of three global companies from the top 25 most valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA (Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were analyzed in order to differentiate the liking and sharing of content types. Data collection was carried out in the first half of 2018. The findings pointed to two statistically significant differences that were also interpreted in the discussion of the research. The findings have shown that in case of liking, in two cases out of three, there is a statistically significant difference in terms of the type of content added, when photos came out as those with the greatest potential to get like from Facebook users and fans. At the same time, the same finding appeared in the case of sharing, which is an even stronger form of engagement. Likewise, photos were shown to be the most promising in terms of potential content sharing by Facebook users and fans. The study provided some clues as to where this research should go further and explore the relationship more deeply in view of the more extensive quantitative research, and also the potential qualitative approach. The future research directions include analyzing companies of different types and sizes and also taking into account the contribution from other social networks with the same or similar engagement indicators.

TikTok is increasingly influential in promoting brand awareness and boosting purchase intention. From a social media marketing perspective, brand awareness significantly influences consumers’ purchasing decisions. The primary objective of this study is to investigate and measure the factors influencing the brand awareness of TikTok users through social media marketing communications. The paper employs exploratory factor analysis, Cronbach’s Alpha test, and regression analysis to test the hypotheses. 24 observed variables were divided into six groups. Each variable was assessed using a 5-point Likert scale. The sample size includes 240 valid responses from TikTok users collected via convenience sampling. The questionnaire was distributed to TikTok users from Vietnam via the link on Google Forms. The collected data were processed by SPSS 20 software. The results suggest that six independent variables positively affect brand recognition via social media marketing on TikTok, with a 95% confidence interval at Sig. = 0.000 (0.05). Each of the six variables positively impacts initial expectations and is statistically significant at 1%. The results show that trends (Beta = 0.299) are the most decisive factors impacting brand awareness of TikTok users. Besides, electronic word of mouth (Beta = 0.242), influencer (Beta = 0.220), entertainment (Beta = 0.206), interaction (Beta = 0.200), and storytelling (Beta = 0.179) also positively affect the brand awareness of TikTok users. Limitations and further research suggest that marketers should investigate the role of artificial intelligence (AI) in the consumer’s brand awareness-constructing process.

The rapid expansion of social media has transformed marketing strategies, with influencer marketing emerging as a powerful tool for consumer engagement. Particularly in the cosmetics business, TikTok has become well-known as a major platform where influencers influence buying habits. Given the increasing reliance on influencer recommendations, understanding the key characteristics that drive purchase intentions is crucial for businesses aiming to optimize their marketing strategies. This study investigates the impact of TikTok influencers’ characteristics, such as physical attractiveness, trustworthiness, expertise, and interactivity, on Vietnamese consumers’ cosmetics purchase intentions. Grounded in social learning theory, the research explores how users observe and emulate influencers’ behaviors in their decision-making process. A mixed-method approach was adopted, beginning with qualitative interviews with 20 TikTok users to identify key influencer attributes affecting purchase decisions. This was followed by a quantitative survey of 312 Vietnamese TikTok users with prior experience purchasing cosmetics. The study employed statistical analyses, including correlation and regression tests, to determine the significance of influencer characteristics on purchase intention. The study revealed notable gender differences in cosmetics purchasing motivations, with women showing a higher propensity to purchase due to their greater engagement with these products. The attractiveness of influencers is the strongest predictor of purchase intention, followed by trustworthiness, and interactivity, whereas expertise does not play a critical role. These insights provide valuable implications for cosmetic brands, emphasizing the importance of selecting visually appealing influencers while maintaining credibility and audience engagement.