Exploring sharing behaviors across social media platforms

Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem.

Introduction

In January 2018, the number of active social media users reached 3.2 billion worldwide—a 13% year-over-year increase from 2017 (Chaffey, 2018). Social media refers any web-based service that allows users to articulate a network of connections and interact with that network as well as the networks of those connections (Boyd & Ellison, 2010). Various social media applications are interconnected in a complex social media ecosystem including forums like blogs, consumer opinion platforms, microblogging sites, and social networking sites that marketers must learn to navigate (Hanna, Rohm, & Crittenden, 2011; Mangold & Faulds, 2009).

Consumers routinely and incessantly disseminate content...

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