School of Arts & Sciences | MA COMM

Holy Angel University

Angeles City

Module 3 Case Analysis

Salalila, Nikazer V.
Master of Arts in Communication
Social Media Management

Clicks and Tricks: A Case Analysis on the Art of Engagement in Branded Social Media
Content

I. Introduction

Albert Einstein once remarked, “Creativity is intelligence having fun.” This perspective
aptly frames the dynamic world of social media marketing, where innovation determines success
or failure. Amid the overwhelming influx of daily online content, marketers face critical
questions: How can campaigns capture attention and cultivate meaningful engagement? How do
brands foster authenticity in their interactions? Ashley and Tuten's (2015) study, “Creative
Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and
Consumer Engagement”, investigates these issues, providing insights into how creative strategies
enhance consumer interaction. This case analysis critically evaluates the study while exploring
its broader implications in social media management, communication theories, and real-world
applications.

II. Summary of the Article

Ashley and Tuten (2015) investigated the connection between customer engagement and
the creativity of branded social media content. A mixed-methods approach that integrated
qualitative content analysis with quantitative measures was used to examine creativity, which
was defined as originality, relevance, and execution. Three essential components have been
identified in the findings: customization, interaction, and emotional resonance. Relationships are
strengthened by emotional resonance, particularly when it occurs through storytelling. Active
engagement is encouraged by interactivity, which may be accomplished using methods like polls
or gamified components. By customizing material to the tastes of the audience, personalization
increases impact and relatability. For marketers looking to improve their tactics in competitive
digital markets, these findings provide useful information.

III. Critical Analysis

Study’s Gap in Social Media Management

The study successfully addresses a gap in the literature by relating creativity and
customer involvement in social media management—a topic that was previously neglected in
favor of algorithmic or platform-focused research. Although Ashley and Tuten (2015) support
the value of creativity, their analysis should be broadened to take into account new technologies
and real-time analytics, which are already transforming digital marketing tactics. Furthermore,
the study might have looked at a variety of industries to more accurately reflect differences in
customer behavior throughout the world. For instance, the #SugodMgaKapatid campaign's use of
humor and cultural context to engage people in places like the Philippines emphasizes the need
for more extensive cross-cultural research.

Research Objectives and Method

The study's objectives, which include analyzing how creativity affects customer
involvement, are precise and well-defined. By using both quantitative evidence and a thematic
exploratory lens, the mixed-methods methodology successfully verifies findings. The
cross-sectional design, however, makes it more difficult to identify long-term involvement
patterns. A longitudinal approach could provide information about how tactics change over time.
By giving a behind-the-scenes glimpse into marketers' decision-making processes, practitioner
interviews would enhance the data. Furthermore, the theoretical foundations may have been
strengthened by utilizing Berlo's SMCR Model (Source-Message-Channel-Receiver), which
highlights the balance needed between innovative messaging and platform dynamics to
maximize engagement results (Berlo, 1960).

Key Findings

An emphasis on the significance of customization, interaction, and emotional resonance

was further discussed in the study. Long-lasting customer relationships are created through
emotional resonance, especially through humor or narrative. The #SugodMgaKapatid campaign
in the Philippines, for example, was successful because it included cultural comedy into its story
and struck an emotional connection with local viewers (Diaz & Bautista, 2018). The success of
polls and contests demonstrates how interaction turns passive spectators into active participants.
By catering to the tastes of the audience, personalization improves relevance and strengthens
engagement. Although these observations are in line with the objectives of the study, more
research into demographic variations and cultural differences may enhance the conclusions.

IV. Discussion of Implications

Beyond social media marketing, the study provided insightful information about brand
management, communication approaches, and consumer behavior. It supported the applicability
of the Uses and Gratifications Theory, which holds that viewers actively look for informational,
entertaining, or socially engaging content to satisfy particular needs (Katz, Blumler, &
Gurevitch, 1974). The results demonstrated how creativity met these demands by providing
experiences that are individualized, participatory, and emotionally compelling. However,
addressing the possibilities of new platforms like Threads and TikTok, which were not
extensively examined at the time of the study, might have expanded the study's implications.
These platforms highlight the necessity for continued study in this quickly developing subject by
introducing new dynamics in content creation and engagement.
Recommendations

Future research should place an emphasis on collaborative content production, enabling

users to co-create campaigns using feedback-driven storytelling or user-generated challenges
(Jenkins, 2006). In addition to reflecting the essence of digital participation culture, this
participatory strategy cultivates stronger emotional bonds.

Researchers should also look at sustainability-focused tactics since consumers are

becoming more demanding of firms that care about the environment. For instance, research may
examine the effects of campaigns that incorporate sustainability narratives on participation,
especially in markets with high environmental concerns like the Philippines (Panganiban &
Cruz, 2022).

Purchasing advanced social listening technologies may also improve real-time

responsiveness, allowing companies to dynamically adjust their tactics in response to changing
attitudes and trends (Kaplan & Haenlein, 2019). This flexibility guarantees pertinence and
strengthens loyalty.

Finally, the function of gamification needs more investigation. Researchers could look at
how dynamic incentive systems and cooperative challenges affect customer engagement in
addition to traditional usage (Hamari et al., 2014). As demonstrated by the mobile gaming
culture in the Philippines, gamification combined with regional cultural components may provide
novel avenues for involvement. This is further clarified by the Diffusion of Innovations Theory,
which explains how creative tactics proliferate via social networks, promoting acceptance by
early adopters and others (Rogers, 2003). This theoretical framework aids in the explanation of
how innovative approaches become popular in particular market niches and encourage broad
consumer involvement.

V. Conclusion

The research by Ashley and Tuten (2015) offers an extensive examination of creative
social media marketing techniques, highlighting their vital significance in boosting consumer
engagement. Even while the study adds a lot, it also points out areas that require more
investigation, especially in light of new technology, cultural diversity, and changing platform
dynamics. Future research might expand on this fundamental work by filling up these gaps,
advancing the theoretical and practical understanding of social media management. The
foundation of successful digital marketing is still creativity, and the secret to negotiating the
intricacies of a constantly shifting digital environment is its strategic application.
 References

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