How does consumer engagement evolve when brands post across multiple social media?

Abstract Brands allocate their social media advertising across multiple platforms such as Facebook, Twitter, Instagram, and YouTube. Because consumers use media, brand communications on one platform could generate engagement within the same (direct effects) potentially impact with other (spillover effects). Additionally, past a post sustain into future, thereby improving longevity of posts (carryover These effects also vary platforms. Drawing recent literature, authors propose test differential carryover, spillover, direct media. The empirical analysis indicates that these exist are significant, supporting propositions presented. provides generalizable guidelines to marketers effectiveness various at sustaining creating spillover Finally, study exemplifies resource allocation model for brands when allocating efforts maximize both consumer firm’s return investment.