The Influence of Social Media Algorithms on Brand Visibility and Customer Engagement for New Ventures
Keywords:
al media algorithms, brand visibility, customer engagement, new ventures, social media marketing, content optimization, digital marketing strategiesAbstract
This study aims to explore how social media algorithms influence brand visibility and customer engagement for new ventures, identifying key strategies and challenges faced by these businesses. This qualitative study employed semi-structured interviews to gather in-depth insights from 18 participants, including founders and social media managers of new ventures. Participants were selected using purposive sampling to ensure relevance to the study's focus. Interviews were transcribed and analyzed using NVivo software, with data saturation achieved after 15 interviews. Thematic analysis was conducted to identify recurring themes and subthemes related to social media algorithms, brand visibility, and customer engagement. Three main themes emerged from the analysis: the impact of algorithms on brand visibility, customer engagement through social media, and challenges in leveraging algorithms. Within these themes, subcategories included platform-specific algorithm changes, content optimization techniques, timing and frequency of posts, interaction with algorithmic features, engagement tactics, content personalization, influencer collaborations, resource allocation, platform dependency, knowledge gaps, and data privacy concerns. Participants highlighted the need for continuous adaptation to algorithm changes, effective content strategies, and personalized engagement tactics to enhance visibility and engagement, while also facing significant challenges such as resource constraints and maintaining ethical practices. The study concludes that understanding and effectively leveraging social media algorithms is essential for new ventures to enhance brand visibility and customer engagement.
Downloads
References
Bamm, R., Helbling, M., & Joukanen, K. (2018). Online Branding and the B2B Context. In N. Koporcic, M. Ivanova-Gongne,
A.-G. Nyström, & J.-Å. Törnroos (Eds.), Developing Insights on Branding in the B2B Context (pp. 163-176). Emerald
Publishing Limited. https://doi.org/10.1108/978-1-78756-275-220181009
Bozkurt, S. (2022). The Impact of Perceived Social Media Agility on Customer Engagement Behaviors: The Moderating Role
of Social Media Usage Intensity. Sosyal Mucit Academic Review, 3(1), 96-122. https://doi.org/10.54733/smar.1118974
Cotter, K. (2018). Playing the Visibility Game: How Digital Influencers and Algorithms Negotiate Influence on Instagram.
New Media & Society, 21(4), 895-913. https://doi.org/10.1177/1461444818815684
Gligor, D., & Bozkurt, S. (2021). The Role of Perceived Social Media Agility in Customer Engagement. Journal of Research
in Interactive Marketing, 15(1), 125-146. https://doi.org/10.1108/jrim-12-2019-0196
Ibrahim, B. (2022). Social Media Marketing Activities and Brand Loyalty: A Meta-Analysis Examination. Journal of
Promotion Management, 28(1), 60-90. https://doi.org/10.1080/10496491.2021.1955080
Jain, N. K., Kamboj, S., Kumar, V., & Rahman, Z. (2018). Examining consumer-brand relationships on social media platforms.
Marketing Intelligence & Planning, 36(1), 63-78. https://doi.org/10.1108/MIP-05-2017-0088
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy,
validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70. https://doi.org/10.1007/s11747-
-00733-3
Muchardie, B. G., Yudiana, N. H., & Gunawan, A. (2016). Effect of Social Media Marketing on Customer Engagement and
Its Impact on Brand Loyalty in Caring Colours Cosmetics, Martha Tilaar. Binus Business Review, 7(1), 83.
https://doi.org/10.21512/bbr.v7i1.1458
Oladipo, O. G., Adejare, B. O., & Ekpenyong, U. E. (2020). The Role of Social Media in Entrepreneurial Development: The
Nigerian Perspective. Covenant Journal of Library and Information Science, 4(1). https://doi.org/10.47231/gwai9193
Puspaningrum, A. (2020). Social media marketing and brand loyalty: The role of brand trust. The Journal of Asian Finance,
Economics and Business, 7(12), 951-958. https://koreascience.kr/article/JAKO202034651879491.page
Rastgar, A., Maleki Minbashrazgah, M., & Ghazvini, H. (2022). The study of marketing activity in social media and customer
intention affected by the mediator roles of perceived value and customer satisfaction. Journal of Busines Administration
Researches, 13(26), 533-560. https://www.magiran.com/paper/2425451
Roshandel Arbatani, T., Ameli, S. R., & Hajijafari, M. (2016). Application Model of User-Generated Content of in Content
Marketing Processes; A Grounded Study on Digikala. New Media Studies, 2(7), 157-190.
https://doi.org/10.22054/cs.2017.13086.78
Rostami, M., Heydariyeh, S. A., & Beidokhti, A. A. (2022). Provide a Digital Content Marketing Model due to Consumer
Value Creation (Vol. 26). Tarbiat Modares University.
https://mri.modares.ac.ir/article_586_8c1d26eb0edb4479f4dddda55ba512ae.pdf
So, K. K. F., King, C., Sparks, B., & Ying, W. (2013). The Influence of Customer Brand Identification on Hotel Brand
Evaluation and Loyalty Development. International Journal of Hospitality Management, 34, 35-151.
https://doi.org/10.1016/j.ijhm.2013.02.002
Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The Role of Social Media Engagement in Building
Relationship Quality and Brand Performance in Higher Education Marketing. International Journal of Educational
Management. https://doi.org/10.1108/ijem-08-2022-0315
Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels.
Information Technology & Tourism, 16(3), 249-263. https://doi.org/10.1007/s40558-015-0048-6
Venciute, D., Auruskeviciene, V., & Reardon, J. (2023). The Impact of Social Media Marketing on New Venture Performance.
Corporate Communications an International Journal, 28(5), 788-810. https://doi.org/10.1108/ccij-11-2022-0137
Wang, T., & Bansal, P. (2012). Social Responsibility in New Ventures: Profiting From a Long‐term Orientation. Strategic
management journal, 33(10), 1135-1153. https://doi.org/10.1002/smj.1962
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry:
Scale development & validation. Telematics and Informatics, 34(7), 1294-1307. https://doi.org/10.1016/j.tele.2017.06.001
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
