2025/07/15 by Qinquan Cui, Kenan Arifoğlu, Dongyuan Zhan
Business, Management and Accounting · Decision Sciences · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Technology Adoption and User Behaviour
paper · doi:10.1287/isre.2023.0625
openalex publication_date 2025/07/15 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/30
Firms are increasingly turning to social media marketing to boost product visibility and spread consumer-generated content, which often reveals valuable information about product quality. However, our research shows that this dual role can backfire; heavy spending on social media marketing may no longer help high-quality firms stand out. Instead of investing heavily to reach a broad audience, high-quality firms may do better by cutting back and focusing on targeted niche markets. Furthermore, as consumers become more capable of discerning product quality through social media content, low- and medium-quality firms benefit less from mimicking one another. This creates stronger incentives for lower-quality firms to mimic the high-quality firm, which increases consumer confusion and weakens the quality signal conveyed through investment in social media marketing. These findings help explain the variation in firms’ social media marketing strategies and offer practical guidance on allocating social media budgets more effectively.