Abstract：Social media platforms have been used by firms for a variety of purposes: building firms' brand image, increasing customer engagement, and providing customer service, among others. However, there is little research on content strategies adopted by traditional rival firms competing on online social media platforms. This article seeks to fill this gap by examining whether retailers traditionally identified as close competitors mirror this rivalry in their social media content strategies on Twitter (now known as X). To this end, this study introduces a new metric for assessing competition on online social media, based on content similarity. The authors find that retailers competing closely in traditional contexts show greater divergence in their content strategies on social media, and firms whose social media content strategies are less similar to content strategies of their close traditional rivals benefit from higher engagement and acquire new followers faster. In examining the mechanism of the effect, the authors find that these divergent firms' improved performance is attributable to their superior ability to leverage the higher-level affordances of Twitter as compared with their rivals. The results of this study offer valuable insights for firms seeking to distinguish their social media content from that of their competitors.

主要发现：传统竞争越接近，社媒内容越需要差异化；内容策略越不像近邻竞争者，互动和涨粉越有优势。

Abstract：The vast amount of content on social media platforms makes it challenging for firms to create posts that get noticed. An increasingly popular approach to increase customer engagement relies on text overlays, where text is placed directly on images. Such practices raise questions of how to balance the visual and text elements for the best impact. Three key factors, commonly used by practitioners, can trigger engagement because of their visual salience: (1) the degree of dynamism or implied motion in the image as well as the (2) size and (3) centrality of the text overlay. Using multiple methods, including field studies, online experiments, and managerial interviews, the authors establish that a text overlay that is too large and centrally placed, combined with a dynamic image, has negative effects on consumer engagement, because these design combinations make the post visually unappealing. The authors leverage these findings to develop an interactive app that can help managers compose more engaging multimodal social media posts.

主要发现：文字越大越居中不一定越好；动态图片叠加大而居中的文字，会降低视觉美感和用户互动。

Abstract：The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers' brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples, with a total of 97,709 respondents. The study synthesizes previous research to develop a conceptual framework around the dimensions of brand loyalty (cognitive, affective, and conative loyalty), user-generated and firm-generated social media content attributes, and the moderating effects of contextual characteristics and control variables. Selected content attributes (information quality, information credibility, information usefulness, positive emotions, interactivity, and self-congruity) emerged as triggers in social media for dimensions of brand loyalty. Specifically, the authors show that the impact of the attributes on the brand loyalty dimension is stronger for firm-generated content than for user-generated content for most of the relationships. The results indicate that these effects are dependent on contextual characteristics (e.g., low involvement vs. high involvement, hedonic vs. utilitarian, nondurable vs. durable, Human Development Index, and social media platform). The contributions to theory and managerial implications of these findings are discussed, and future research directions are developed.

主要发现：信息质量、可信度、积极情绪和互动性都会影响品牌忠诚，且多数情况下企业生成内容的影响更强。

Abstract：Many firms struggle with how to craft their messages in conversations with customers on social media. The problem is compounded by the fact that these conversations take place in multiple simultaneous threads, each of which potentially requires a different approach depending on the conversation. This article studies how firms can adapt their responses in individual social media conversations such that the sentiment in different conversations becomes more favorable. The authors examine a comprehensive set of firm-generated content elements inspired by the theory of dialogic listening that emphasizes that a conversation partner should offer (1) empathetic understanding, (2) unconditional positive regard, a spirit of mutual understanding expressed through (3) topic matching and (4) linguistic style matching, (5) presentness, and (6) genuineness. They augment this set by also considering (7) whether the agent takes the conversation to a one-on-one channel and (8) whether agent signs their response with their own name, indicating a personal connection. The authors furthermore test whether these elements' effectiveness depends on preceding user sentiment. Based on an analysis of nearly 1 million tweets capturing over 206,000 threads involving four major U.S. banks across ten years, this article provides concrete managerial guidance on responding effectively on social media to maximize the positive impact on the sentiment of subsequent user-generated content and shows that this guidance depends on preceding user sentiment.

主要发现：企业回应不能套模板；同理、话题匹配、语言风格匹配和个人化线索的作用取决于用户原本情绪。

Abstract：How does the balance between text and pictorial content in marketer-generated social media posts affect user engagement? The authors address this question by using computer vision and natural language processing tools to extract the visual and textual features of 34,610 organic brand posts from Facebook and Instagram. Using a confounding-and-cluster-robust causal forests model, they test how the balance of text and picture affects social media engagement across content and visual contexts. Results show that posts with greater emphasis on overlay text over pictorial content tend to have fewer likes and comments. However, the performance of text-oriented posts improves if text is more centered, informative, emotionally positive, and congruent with the pictorial content and if the picture contains fewer prominent objects or less information such as social cues. They quantify how incremental changes in such content composition affect social media engagement. These findings set forth evidence-based principles for optimizing text and picture balance in marketer-generated content and provide actionable guidelines on whether, where, when, and how to present text on an image. This research highlights the potential for transforming content and media creation from an imprecise art form into an empirical science nested within a data-driven visual optimization framework.

主要发现：重文字的图片帖通常互动更低，但当文字信息性强、情绪积极、与图片一致且画面不拥挤时，表现会改善。