BRANDED CONTENT AND CONSUMER ENGAGEMENT ON FACEBOOK: AN ANALYSIS OF OMNICHANNEL RETAIL

Objective: This article analyzes the impact of branded content on consumer engagement for omnichannel retailers on Facebook (R). Methodology: Document analysis was used to identify omnichannel strategies adopted by retailers. Content analysis was conducted to identify the branded content strategies performed by these companies on Facebook (R). The data collected on Netvizz (R) (140 observations) was analyzed through correlation. Originality/Relevance: Through statistical analysis, this study identifies whether the use of branded content strategies promotes greater consumer engagement on Facebook (R), an especially important result for omnichannel retail due to the relevance of understanding how consumers are interacting at different points of contact. Results: Interactivity, animations and brand spokespeople were the most widely used branded content strategies by retailers. The retailer who most adopted these strategies accounted for more than 80 percent of the interactions. A weak positive correlation was identified between branded content and consumer engagement. Branded content posts accounted for 94% of engagement. Theoretical Contributions: This study shows the importance of using social media communication styles that complement the need for social interaction typically served by these platforms. This study confirms that using creative strategies in social media platforms performs better than objectively communicating product or brand attributes.