The influence of content type on social media on the intensity of communication with clients

From a business standpoint, social media platforms constitute an essential component of the marketing communication channel. Depending on the strategic maturity of the company, Social Media Marketing Management (SMMM) can be viewed through four areas: online commerce strategy, content strategy, social media management strategy, and customer relationship management strategy. The subject of this paper is situated in the field of social media management strategies. The problem is addressed by posing the research question: Which type of content, live content or pre-recorded content, significantly influences the intensity of communication via social media with clients/consumers? Considering the advantages offered by live content, the problem was approached with assumption that live
content is the leading format on social media platforms. Data collection to address this was conducted using a survey questionnaire echnique and the snowball sampling method on a sample of profit sector organizations. The hypotheses were examined using descriptive and inferential statistical methods, through which inductive conclusions were drawn: (1) the type of content significantly determines the intensity and form of communication with clients, and (2) when defining social media management strategy, and consequently SMMM strategy, it is important to acknowledge the preferences of the target audience (existing and potential clients) regarding the type of content. To develop a model for assessing the influence of content types on social media platforms on communication intensity with clients, the research should aim to refine the measurement tool and include a more statistically significant sample, which ought to incorporate organizations from the public sector.