New dissertation reveals what makes social media content truly engaging
Risqo Wahid’s doctoral research uncovers why some social media posts succeed while others fall flat. His dissertation shows that small details in how content is created, such as the informativeness of the message, the use of audio, the language, and the person featured in the post, can strongly influence how consumers respond.
“Analyzing 34 brands active on Instagram and TikTok across the higher education, food and beverage, and smartphone industries, the research shows that effective tactics vary across platforms and industries,” says Risqo Wahid. “For example, fun and emotional content tends to work best for food and beverage brands on TikTok, while informative content performs better for universities and technology companies.”
A practical playbook helps brands implement effective content marketing cues on social media
Beyond theory, the dissertation provides a practical playbook that guides brands on when and how to implement effective content marketing cues on social media.
“The research shows that the effectiveness of content cues such as using rich media formats, mixing local and foreign languages, or featuring influencers depends on the platform, industry, and consumer context.”
By revealing how different content cues work under varying conditions, Wahid’s research helps brands craft more strategic and context-aware social media content that stands out in today’s crowded digital environment.
M.Sc. (Econ.) Risqo Wahid will defend his doctoral dissertation in Marketing titled "Content marketing cues for customer engagement on social media" on Saturday, November 22, 2025, at 12:00 noon in the Agora building in Auditorium 3. Opponent will be Professor Timo Mandler (NEOMA Business School, France) and Custos will be Associate Professor Joel Mero (University of Jyväskylä). The event is held in English.
