Definitions of categories and sub-categories for marketing themes
| Category | Definition | Sub-categories | Definition |
|---|---|---|---|
| Product Endorsement | Posts that express support or positive appeal for a specific food or beverage product | User Generated Content | Posts that feature content created by customers or fans, typically showcasing their experience with the product |
| Self-endorsement | Posts where the brand directly promotes its own product in a positive light, without external validation or partnerships | ||
| Limited Offer | Posts highlighting a product that is available for a short time only, creating urgency and exclusivity | ||
| Seasonal Marketing | Posts that endorse a product tied to a specific season, holiday, or event to make it more relevant to current customer interests | ||
| Collaboration | A post that involves a partnership between two or more brands, influencers, or creators to promote a product or campaign | Brand | Posts featuring a partnership between two or more brands working together to promote a product, campaign, or event |
| Celebrity | Posts that involve a well-known influencer, public figure or entertainer partnering with a brand to promote a product or campaign | ||
| Athlete | Posts showcasing partnerships between sports personalities and brands, often used to target fans and sports audiences | ||
| Brand Storytelling | A post that uses narratives and emotional connections to communicate brand values and engage customers | Character Marketing | Posts that use mascots, fictional characters, or brand personas to tell stories and engage the audience |
| Reputation | Posts that highlight the brand's history, values, achievements, or ethical practices to build trust and loyalty | ||
| Sporting Event | Posts that connect the brand with sports events, teams, or athletes to evoke excitement, pride, or shared experiences | ||
| Promotional Pricing | A post that uses temporary discounts or special offers as a strategy to drive sales and customer acquisition | Value Marketing | Posts that promote the perception of getting more for less, such as deals on larger quantities or bundled offers |
| BOGO | Posts featuring offers where customers get a free or discounted item when they purchase another item | ||
| Charm Pricing | Posts that use pricing ending in 0.99 or 0.95 to create the perception of a better deal or affordability | ||
| In-App Only | Posts promoting special discounts or offers that are exclusively available through a brand's mobile app | ||
| Corporate Social Responsibility | A post in which a business communicates its contribution to society through ethical, environmental, or social initiatives | ||
| Competitor Call Out | A post in which a brand references or critiques its competitors, either explicitly or through implication, to draw comparison or gain attention | Brand | Posts where a brand directly or indirectly references or critiques another competing brand to highlight its own advantages or to engage audiences through rivalry |
| Engagement Bait | A post that explicitly prompts users to engage by liking, sharing, commenting, or tagging others | Comment Bait | Posts that invite users to comment, often by asking questions or prompting “tags” |
| Share Bait | Posts that prompt users to share the content with their friends or networks | ||
| Like Bait | Posts that explicitly ask or encourage users to like the post to increase engagement | ||
| Affective Branding | A post that uses emotional appeal to build a connection between the brand and its audience | Humour | Posts that use jokes, memes, or playful content to entertain and create a positive emotional connection with the audience |
| Trending Social Topics | Posts that tap into current events, popular culture, or viral trends to engage audiences by staying relevant and timely | ||
| Experience | Posts that evoke sensory or relatable experiences associated with using the product, helping the audience imagine or recall those moments | ||
| Emotional Appeal | Posts that aim to evoke deeper feelings such as nostalgia, joy, empathy, or inspiration to strengthen the bond with the audience |
| Category | Definition | Sub-categories | Definition |
|---|---|---|---|
| Product Endorsement | Posts that express support or positive appeal for a specific food or beverage product | User Generated Content | Posts that feature content created by customers or fans, typically showcasing their experience with the product |
| Self-endorsement | Posts where the brand directly promotes its own product in a positive light, without external validation or partnerships | ||
| Limited Offer | Posts highlighting a product that is available for a short time only, creating urgency and exclusivity | ||
| Seasonal Marketing | Posts that endorse a product tied to a specific season, holiday, or event to make it more relevant to current customer interests | ||
| Collaboration | A post that involves a partnership between two or more brands, influencers, or creators to promote a product or campaign | Brand | Posts featuring a partnership between two or more brands working together to promote a product, campaign, or event |
| Celebrity | Posts that involve a well-known influencer, public figure or entertainer partnering with a brand to promote a product or campaign | ||
| Athlete | Posts showcasing partnerships between sports personalities and brands, often used to target fans and sports audiences | ||
| Brand Storytelling | A post that uses narratives and emotional connections to communicate brand values and engage customers | Character Marketing | Posts that use mascots, fictional characters, or brand personas to tell stories and engage the audience |
| Reputation | Posts that highlight the brand's history, values, achievements, or ethical practices to build trust and loyalty | ||
| Sporting Event | Posts that connect the brand with sports events, teams, or athletes to evoke excitement, pride, or shared experiences | ||
| Promotional Pricing | A post that uses temporary discounts or special offers as a strategy to drive sales and customer acquisition | Value Marketing | Posts that promote the perception of getting more for less, such as deals on larger quantities or bundled offers |
| BOGO | Posts featuring offers where customers get a free or discounted item when they purchase another item | ||
| Charm Pricing | Posts that use pricing ending in 0.99 or 0.95 to create the perception of a better deal or affordability | ||
| In-App Only | Posts promoting special discounts or offers that are exclusively available through a brand's mobile app | ||
| Corporate Social Responsibility | A post in which a business communicates its contribution to society through ethical, environmental, or social initiatives | ||
| Competitor Call Out | A post in which a brand references or critiques its competitors, either explicitly or through implication, to draw comparison or gain attention | Brand | Posts where a brand directly or indirectly references or critiques another competing brand to highlight its own advantages or to engage audiences through rivalry |
| Engagement Bait | A post that explicitly prompts users to engage by liking, sharing, commenting, or tagging others | Comment Bait | Posts that invite users to comment, often by asking questions or prompting “tags” |
| Share Bait | Posts that prompt users to share the content with their friends or networks | ||
| Like Bait | Posts that explicitly ask or encourage users to like the post to increase engagement | ||
| Affective Branding | A post that uses emotional appeal to build a connection between the brand and its audience | Humour | Posts that use jokes, memes, or playful content to entertain and create a positive emotional connection with the audience |
| Trending Social Topics | Posts that tap into current events, popular culture, or viral trends to engage audiences by staying relevant and timely | ||
| Experience | Posts that evoke sensory or relatable experiences associated with using the product, helping the audience imagine or recall those moments | ||
| Emotional Appeal | Posts that aim to evoke deeper feelings such as nostalgia, joy, empathy, or inspiration to strengthen the bond with the audience |
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