In this episode, we discuss a new research study that uncovers the factors driving the popularity of brand posts on social media and how cultural context influences engagement. By comparing English and Turkish posts on a specific platform, the researchers found that English-speaking audiences respond more to posts that share factual information, while Turkish-speaking audiences are drawn to content that evokes strong emotions. This conversation highlights the importance of adapting social media content to fit cultural preferences and underscores the limitations of a one-size-fits-all approach to social media marketing. 

This podcast is based on the following article:

Tanaltay, A., Ozturkcan, S., & Kasap, N. (2025). Decoding digital engagement: A comparative analysis of English and Turkish brand post popularity dynamics on platform X. Journal of Research in Interactive Marketing, 19(2), 221–245. https://doi.org/10.1108/JRIM-10-2023-0368