Professional Documents
Culture Documents
Joshua N. Morrison, MA
The most important, definitive evolution brought about by Web 2.0 is the widespread
emergence of interactive digital tools. Social networks, online forums, blogs, and review sites
have all emerged and become diffuse throughout contemporary culture, rendering the digital
world more participatory than ever in the process. Each of these participatory, interactive
technologies falls under the larger umbrella of social media, a topic which has, in accordance
with its unmissable emergence as a major feature of contemporary life, received considerable
scholarly attention.
Academic research concerning social media has come from a variety of perspectives and
with a range of research priorities. Scholars are doing work which responds to calls for greater
understanding of how social media use impacts interpersonal relationships (Vaterlaus, Barnett,
Roche & Young, 2016), mental health (Burrow & Rainone, 2017), and the relationship between
social media and civic participation (Boulianne, 2015). A significant amount of scholarship has
also emerged which concerns social media as a tool for corporate branding. It is this branch of
the intersection of gender and the internet. Her goal was to identify frequencies and trends,
highlight themes, trace methods and theories, or to identify gaps in coverage or analysis (p. 404)
in order to offer up a high-level perspective on the current scholarly state, and trajectory, of
Research Questions
There is significant value in this endeavor. It has been reported that 96% of business use
social networks for brand purposes due to the wide audience such tactics make available (Phua,
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Jin & Kim, 2017, p. 412). Furthermore, there are fundamental differences between traditional
and social media contexts when it comes to the process of branding (Dijkmans, Kerkhof,
Buyukcan-Tetic & Beukeboom, 2015, p. 635). These differences are related primarily to the
level of interactivity which social media allows, and are significant enough that scholars have
referred to social media branding as an open source activity (Fournier & Avery, 2011, p. 194).
This piece serves as a snapshot into how the field of communication is attending to social media
1. What is the recent trajectory in regard to the amount of research that is published on
2. What journals, and what type of journals, publish research related to social media and
branding?
4. What is the amount of consideration that issues of identity, specifically gender and
5. What social media platforms receive the most attention from scholars working in this
area?
6. What are the prominent thematic focuses of research on social media and branding?
Method
One important distinction between this piece and Royals (2005) project is that the latter
sought to integrate scholarship across three divergent, broadly defined disciplines. She culled
scholarship from journals in the areas of communication, gender studies, and technology and
society journals to assess how scholars across a range of relevant issues addressed an issue that
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transcends any single discipline. For this piece, I seek to focus on the communication disciplines
approach to the intersection of social media and branding. Like Royal (2005), I have elected to
focus exclusively on scholarship published in journals. This decision is motivated by the ease of
access which working scholars have to such scholarship through their institutions, as well as
searching the Ebsco Communication Source database for the terms Social Media and Brand.
I then applied filters so that the sample of articles included only those from the last five years
(2013-2017), had their full text available in English and were peer reviewed and published in
academic journals. The resultant set of articles was then reviewed to ensure that each of the
After thorough review, 13 articles were discarded for a variety of reasons. A small
portion of the articles were about personal branding, which engages a different set of issues and
practices than corporate branding. Others were included due to linguistic flukes, such as an
piece was inadequately translated, while another was a piece which concerned social media from
a developer perspective. Finally, some articles did engage social media and branding, but did so
in a way that was not central to the articles focus. These articles were thus deemed to address
After the evaluation process, 63 articles were determined to be appropriate for inclusion.
These articles were published in the following 31 publications: Acta Universitatis Danubius.
Communicatio, Amity Journal of Media & Communication Studies, China Media Research,
Marketing Science, MIS Quarterly, Psychology & Marketing, Public Relations Review, Revista
Latina De Comunicacin Social, Styles of Communication, Telematics and Informatics, and The
Florida Communication Journal. Additional journals which are likely to have published relevant
research, but which are not included in the utilized database include Social Marketing Quarterly,
International Marketing Review, Marketing Theory, and Social Media + Society. After the
sample of articles was finalized, I analyzed and coded them to address the questions stated
above.
Analysis
Question 1
this area of research from 2013 to this year. This figure reveals significant variation in the
amount of research published in this area in the last five years. In 2013, only 6 articles relevant to
this study were published, whereas the following two years the amount of relevant scholarship
tripled before falling to 11 articles last year. 2017 is on track to outpace each of these prior years,
with 10 relevant publications and over half of the year left for new material to receive
publication.
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NUMBER OF RELEVANT
ARTICLES BY YEAR
20 18 18
18
16
14
12 11
10
10
8 6
6
4
2
0
2013 2014 2015 2016 2017
Figure 1
Question 2
For table one, I conducted a count of how many relevant articles appeared in each of the
above-listed publications. As you can see, Psychology & Marketing and Journal of Marketing
Communications are the largest publishers in this area by a significant margin. This is
unsurprising considering that they are both journals dedicated to publishing research with the
be involved in the scholarly conversation about social media and branding. I was, however,
curious to see exactly what portion of the contributions to this dialogue do indeed come from this
sort of journal. I thus coded each of the represented journal by their emphasis within in the field
Fittingly, 18 of 31, or 58% of the journals have a strategic communication focus, while 8,
or 26%, of the journals have a general focus on communication and publish pieces from a variety
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Table 1
of perspectives and sub-fields. A small portion of the articles came from journals emphasizing
technology, health, and education. It is an encouraging sign that more than a quarter of the
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discussions around social media and branding are being written for a general communication
audience given that marketing practice often has important ramifications for, or can provide
valuable insights into culture at large. A sterling example of this is Drapers (2014) work on the
impact and importance of the way mobile marketing campaigns construct family. Also
encouraging is the trickling of this type of research into more specialized realms, like the health
communication publication where Popovic, Smith & Hellebusch (2013) consider the ethical
3%
3% General Communication
10%
Technology and
26% 58% Communication
Instructional Communication
Health Communication
Figure 2
Question 3
Figure 3 provides a breakdown of what research methods were most frequently used in
the sample of articles. Far an away, quantitative methods are the most frequently employed for
this research area, being the sole methodological approach for 81% of the articles. An additional
3% of the articles also use quantitative methods in conjunction with a qualitative approach. This
have difficulty and aversion to working with qualitative data (p. 311). However, his observation
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is paired with the argument that a high-velocity economy necessitates qualitative interpretive
skill on the part of marketing researchers (p. 318). Given this perspective, it is advisable that
those who research branding in the social media context expand their methodological palate for a
Figure 3
Question 4
remains an important point of entry to exploring a significant issue. In the years since its
publication, there has been some continued scholarly attention given to this issue. This research
has included considerations of the relationship between gender and the internet in international
contexts (Gray, Gainous & Wagner, 2017), a fascinating piece from Schwanen, Kwan & Ren
(2014) that relates the internet to ways in which household labor is divided along gendered lines,
and, yes, research on gender as it relates to social media use (Doorn, 2010). During the time
frame of the current project (2013-2017), there has also been interesting work published that
considers issues of gender in marketing (Tuncay Zayer & Coleman, 2015; Greenwell, Hancock,
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Simmons & Thorn, 2015; Krishnan, Sullivan & Aurand, 2016; Patino, Kaltcheva, Pitta, Sriram
Despite this, there are very few articles in the present sample which engage the
relationship between gender and any aspect of social media in a meaningful way. While the
majority of articles which conducted survey or experimental research which involved human
subjects collected data on the gender breakdown of participants, very few of them substantively
engage that information or even attempt to account for gender as a mediating factor. Less than
10% of the 63 articles attempt any sort of substantive engagement of gender, and none of the
articles in this sample have gender as a primary focus. The same is true of race/ethnicity, which
scholarly intersection.
Question 5
Another aspect of the article sample I was eager to explore is the frequency with which
particular social platforms were studied. Importantly, not every article studied explicitly named
platforms. Some, like Akpinar & Berger (2017), studied the features of individual content items,
while others, like Chan-Olmsted & Shay (2016) attempted to develop new models of digital
communication that were not platform-specific. Many articles, however, studied features of or
phenomena on particular platforms. A count of the frequency with which each platform was
(PewResearch Center, 2016), it is unsurprising and understandable that it is handily the most
addressed social platform in this article sample. The representation of other platforms, however,
is disproportionately low. Instagram, for instance, is the second most used platform from the
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above list (Pew Research Center, 2016), yet it only accounts 3% of the scholarly attention from
articles in this sample which enumerate a platform of interest. This is similarly true for both
LinkedIn and Pinterest. Further research of these branding on these platforms should be
conducted so that we may develop an understanding of their branding possibilities and functions
that is as robust as what we have come to know about Facebook and Twitter.
Number of
Platform articles
Facebook 25
Twitter 20
Pinterest 3
YouTube 3
Instagram 2
LinkedIn 2
Sina Weibo 1
Snapchat 1
Flickr 1
Table 2
Question 6
Finally, within the 63 article sample used for this piece, there are several recurring
scholarly aims. Table 3 shows the frequency with which these aims recur. I will also provide
The most frequently explored topics among the samples articles were actions related to
branding on social media taken by brands and/or consumers. Among the sample, 30% of the
articles focused primarily on brand action, 25% focused specifically on consumer action, and an
additional 19% focused on two-way communication processes on social media between brand
and consumer. All in all, 74% of the surveyed articles considered brand and/or consumer action
specifically. These articles covered subjects ranging from the ways in which consumer use of
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branded social media generates new Value Creating Behaviors (VCBs) (Hassan, Mydock III,
Pervan & Kortt, 2016) to explorations of how television stations use Pinterest (Ferguson &
Greer, 2015) to how brands navigate negative User-Generated Content (UGC) (Mishra, 2015).
An additional 14% of the sampled articles develop tools or models which can be used in future
research. Liu, Burns & Hous (2017) development of a method for doing sentiment analysis of
Number of
Area of exploration articles
Brand action 19
Consumer action 16
Communication between brand and consumer 12
Tool/Model Generation 9
Content features 2
Explorations of specific platform features 2
External processes which impact consumer/brand
communication 1
Ethical considerations 1
Theory 1
Table 3
Exploration of specific content and platform features each account for 3% of the articles
in the sample. Examples include Akpinar & Bergers (2017) exploration of what sort of content
is included in viral videos and Phillips, Miller & McQuarries (2014) exploration of how
Pinterest functions as a place to dream out loud. I was surprised by how little work was done in
these areas, and I would propose that further research could be done to analyze these two areas
specifically in relation to each other. I see great value in research which addresses what content
features might lead to greater success on particular platforms given their specific features and
uses.
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Three additional areas of emphasis are each addressed by just one article, or 2% of the
total sample, each. Chung & Cho (2017) explore how a communication process external to
between individuals and celebrity on social media. Popovic, Smith & Hellebusch (2013) provide
the samples sole piece dedicated to the ethics with their exploration of the ethical ramifications
of using social media in the healthcare context and Rosendale (2015) provides the sole
exclusively theoretical piece to propose new directions for research in this area. The body of
scholarship could benefit from additional work in each of these areas, but I definitely propose
that given the potential for persuasive action in branded social media, and the risk of that action
becoming coercive, the most pressing need is for further scholarship which takes an ethical lens
Conclusion
In this piece I gathered 63 articles across 31 communication journals over the last 5 years
that operate at the intersection of scholarly interest in branding and social media. I have found an
unclear trajectory in terms of the number of published articles in this area by year and that this
however, by the extent to which there was a presence of this sort of work in journals oriented
more generally to communication in a broad sense. I also laid out the most common aims of
scholarship working at this intersection and made recommendations for what type of work would
handles identity and its primary platforms of interest. I found significant room for growth in each
of these areas. Specifically, I suggested that more qualitative approaches be adopted, that identity
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issues be attended too more substantively, and an increase in scholarship that takes an interest in
branch of scholarship that should by all accounts be important for many years to come, I suggest
that each of these are important areas of study that will diversify our body of knowledge and
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Phua, J., Jin, S. V., & Kim, J. (. (2017). Gratifications of using Facebook, Twitter, Instagram, or
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