What's in it for me? Applying Social Exchange Theory to Beverage Brand Engagement on Facebook

Managing engagement with existing and potential consumers on social networking sites has proven to be a challenge for many brands (Gretry et al., 2017). Focusing on the marketing communications of American beverage brands on Facebook, the researcher aimed to learn why some brands earn more engagement than competing brands. To answer this question, the researcher conducted a qualitative study that utilized a content analysis. Social exchange theory was applied to the findings of the content analysis, which allowed the researcher to perceive and interpret the high-value rewards of brand communication. Applying a communication theory that combines behavioral psychology and elementary economics, the researcher sought to identify the most effective strategies for increasing engagement on the social networking site. Researcher-identified strategies address the content of online messages, as well as how these messages are delivered. The findings of this research may benefit marketers, public relations practitioners, and communication theorists within and beyond the beverage industry.