Brand post popularity on Facebook, Twitter, Instagram and LinkedIn: the case of start-ups

Purpose With the growing trend of omni-channel marketing, brands are increasingly looking to offer a seamless experience their online fan base by connecting with them across multiple social media platforms. This paper explores relationship between brand posts' characteristics and popularity for start-ups four different platforms: Facebook, Twitter, Instagram LinkedIn. Design/methodology/approach A total 1,200 posts from 10 were subjected content analysis. Regression analysis was employed (likes, comments shares/retweets) as dependent variable. Findings The results reveal several nuances in post Antecedents measures likes, shares/retweets also fared differently. Originality/value reports one earliest empirical studies better understand how qualities related appeal It advances literature on marketing offers insights managers brands, particularly start-ups, smoother customer journeys numerous digital touchpoints.