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Title
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Sales promotion posts across different social media : a speech act analysis
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Author
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Abstract
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| On social media, brands use sales promotions (i.e., monetary incentives, prize promotions, product promotions) to drive their likes and comments. However, the effectiveness of using such strategies is under-researched. We explore how post textual presentation and the social media type affect sales promotion’s engagement. Drawing on the speech act theory, we content-analyzed 156 posts from 14 FMCG brands in Belgium. We found that using prize promotions leads to more likes and comments than monetary incentives and product promotions. Moreover, prize promotions -but not monetary incentives or product promotions obtain an increased number of likes on Instagram (vs. Facebook). Thus, Instagram fits better with developing passive but not active engagement. Finally, the fewer speech acts are used, the more consumers engage with online sales promotions. Brand managers are thus advised to keep the design of online promotional posts as simple as possible in terms of the number of speech acts utilized. |
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Language
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English
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Source (book)
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ICORIA 2021: 19th International Conference on Research in Advertising, June 24-26, 2021, Bordeaux, France
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Publication
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European Advertising Academy
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2021
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