Scheduling Content on Social Media: Theory, Evidence and Application

Content platforms (e.g., newspapers, magazines) post several stories everyday on their dedicated social media pages and promote some of them using targeted content advertising (TCA). Posting stories allows content platforms to grow their social media audiences and generate digital advertising revenue from the impressions channeled through social media posts' link clicks. However, optimal scheduling of social media posts and TCA is formidable, requiring content platforms to determine what to post, when to post, and whether, when and how much to spend on TCA to maximize profits. Social media managers lament this complexity, while academic literature offers little guidance. Consequently, the authors draw from literature on circadian rhythms in information processing capabilities to build a novel theoretical framework on social media content scheduling and explain how scheduling attributes (i.e., time of day, content type, and TCA) affect the link clicks metric. They test their hypotheses using a model estima...

• 저널Journal of Marketing
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1509/jm.17.0317
• 저자Vamsi K. Kanuri, Yixing Chen, Shrihari Sridhar