EXPRESS: Brand-to-Brand Engagement on Social Media: Typology and Implications

Brand-to-brand (Br2Br) engagement on social media, where official brand accounts interact using various dialog strategies, is a growing trend in interactive marketing. This paper investigates the nature, nuances, and impact of Br2Br engagement on both participating brands and observing consumers, drawing from Language Expectancy Theory. To do this, we employ a mixed-methods approach, combining field data, qualitative and automated text analyses, and an experimental causal-chain mediation survey. In Study 1, we compare the effects of B2C versus Br2Br posts on consumer engagement, revealing that Br2Br posts generate higher engagement. Next, in Study 2, using typological theory building, we develop a framework of four overarching Br2Br engagement strategies—PR Hijacking, Praising, Teasing, and Spotlighting—differentiated by emotional tone and motivation. In Study 3, a causal-chain mediation analysis demonstrates that Teasing, as a violating strategy, leads to negative consumer responses, while Praising, PR Hijacking, and Spotlighting align with consumer expectations and result in favorable brand outcomes. These findings enhance the understanding of B2C and Br2Br communications on social media and provide actionable insights for digital marketers to optimize Br2Br engagement content.