How Posting About Diversity Affects Social Media Engagement

Diversity and inclusion (D&I) have become buzzwords in many industries, especially as consumers increasingly demand greater representation and fairness from brands. But the practice has also become a political landmine.

How do companies’ decisions to post about D&I actually influence their social media engagement? Can posting boost brand loyalty and improve consumer perceptions—or does it risk coming across as performative?

That’s the question tackled by Nick Bombaij and his co-author in a paper called “Does Posting About Diversity and Inclusion Improve Engagement in Social Media?”

Their research spans five years and analyzes more than 3 million posts from nearly 300 brands, making it one of the most comprehensive studies on this topic.

He is an Assistant Professor of Marketing at the University of Amsterdam, and in today’s weekly deep-dive episode, Tod speaks to him about his research.

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Today in Digital Marketing is hosted by Tod Maffin and produced by engageQ digital on the traditional territories of the Snuneymuxw First Nation on Vancouver Island, Canada. Associate producer: Steph Gunn.

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