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EMAC 2023 Annual

How social media platform affordances influence digital brand personality: a cross-platform comparison of user-generated content

Published: May 24, 2023


Mijka Ghorbani, University of Strathclyde; Andrea Tonner, University of Strathclyde; Eleni Tsougkou, University of Strathclyde


The aim of this research is to explore digital brand personality as projected through user-‎generated content across different social media platforms. The qualitative study adopts a ‎multi-site netnography design to collect user-generated content from Facebook, Twitter, ‎Instagram, TikTok, and YouTube. Through a thematic and visual analysis of 250 social media ‎posts regarding two major sports brands, the study finds that different dimensions and facets ‎of a brand’s digital personality emerge at each social media site. Preliminary findings indicate ‎how the distinct structural affordances and socio-cultural practices of a social media platform ‎lend themselves to the emergence of specific digital brand personality attributes. Thus, this ‎research contributes to digital branding research by highlighting the role of digital platforms ‎and user-generated content in shaping digital brand personality.‎