Purpose: This study aimed to investigate the impact of social welfare tweets (SWTs) on brand promotion and loyalty, examining their role as a strategic tool in digital and social marketing efforts.Design/Methodology/Approach : This study investigated SWTs from 18 companies in six industries using text analysis, regression analysis, and content analysis. Deriving immediate strategic insights and evaluating the impact of these tweets on brand promotion and loyalty were the goals.

Findings: The investigation demonstrated how crucial a role SWTs play in boosting brand marketing and loyalty. This highlighted how essential social media platforms are to a business's social marketing strategy, especially Twitter (Now “X”).Practical

Implications: The results provided academicians, digital marketing consultants, and business practitioners with practical insights. In addition to outlining how social and digital marketing initiatives could be integrated, the report also emphasized why this convergence is essential for optimizing benefits in the modern digital era.Originality/

Value: By bridging the knowledge gap between SWTs and their effects on brand promotion and loyalty, this research made a valuable contribution. In order to improve performance advantages in the contemporary business environment, it underlined the need to incorporate SWTs into social marketing plans and the necessity of coordinating digital and social marketing initiatives.

1. Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008
2. Allcott, H., Braghieri, L., Eichmeyer, S., & Gentzkow, M. (2020). The welfare effects of social media. American Economic Review, 110(3), 629–676. https://doi.org/10.1257/aer.20190658
3. Amin, F., & Nika, F. A. (2022). Relationship between online experience and customer engagement. Abhigyan, 40(2), 20–29. https://doi.org/10.56401/Abhigyan/40.2.2022.20-29
4. Araujo, T., & Kollat, J. (2018). Communicating effectively about CSR on Twitter: The power of engaging strategies and storytelling elements. Internet Research, 28(2), 419–431. https://doi.org/10.1108/IntR-04-2017-0172
5. Arthur, R., Boulton, C. A., Shotton, H., & Williams, H. T. P. (2018). Social sensing of floods in the UK. PLoS ONE, 13(1), e0189327. https://doi.org/10.1371/journal.pone.0189327
6. Benitez, J., Ruiz, L., Castillo, A., & Llorens, J. (2020). How corporate social responsibility activities influence employer reputation: The role of social media capability. Decision Support Systems, 129, 113223. https://doi.org/10.1016/j.dss.2019.113223
7. Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
8. Capriotti, P. (2017). The world wide web and the social media as tools of CSR communication. In S. Diehl, M. Karmasin, B. Mueller, R. Terlutter, & F. Weder (eds.), Handbook of integrated CSR communication (pp. 193–210). CSR, sustainability, ethics & governance. Springer. https://doi.org/10.1007/978-3-319-44700-1_11
9. Chae, B., & Park, E. (2018). Corporate social responsibility (CSR): A survey of topics and trends using Twitter data and topic modeling. Sustainability, 10(7), 2231. https://doi.org/10.3390/su10072231
10. Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. International Journal of Economics and Business Research, 17(3), 243–261. https://doi.org/10.1504/IJEBR.2019.098874
11. Chu, S.-C., & Chen, H.-T. (2019). Impact of consumers' corporate social responsibility-related activities in social media on brand attitude, electronic word-of-mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18(6), 453–462. https://doi.org/10.1002/cb.1784
12. DataReportal. (n.d.). Digital around the world – Global digital insights. https://datareportal.com/global-digital-overview
13. de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
14. Dubey, A. D. (2020). Twitter sentiment analysis during COVID-19 outbreak. Available at SSRN. https://dx.doi.org/10.2139/ssrn.3572023
15. Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
16. Farhan, M., & Yousaf, A. (2016). Exploring factors affecting the effectiveness of web-advertising. Indian Journal of Marketing, 46(8), 51–57. https://doi.org/10.17010/ijom/2016/v46/i8/99295
17. Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062
18. Fatma, M., Ruiz, A. P., Khan, I., & Rahman, Z. (2020). The effect of CSR engagement on eWOM on social media. International Journal of Organizational Analysis, 28(4), 941–956. https://doi.org/10.1108/IJOA-10-2019-1895
19. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
20. Gómez-Carrasco, P., Guillamón-Saorín, E., & García Osma, B. (2021). Stakeholders versus firm communication in social media: The case of Twitter and corporate social responsibility information. European Accounting Review, 30(1), 31–62. https://doi.org/10.1080/09638180.2019.1708428
21. Grygiel, J., & Brown, N. (2019). Are social media companies motivated to be good corporate citizens? Examination of the connection between corporate social responsibility and social media safety. Telecommunications Policy, 43(5), 445–460. https://doi.org/10.1016/j.telpol.2018.12.003
22. Heggde, G., & Shainesh, G. (2018). Social media marketing: Emerging concepts and applications. Palgrave Macmillan. https://doi.org/10.1007/978-981-10-5323-8
23. Hu, J., Du, Y., & Liu, J. (2020). Detecting and evolving microblog community based on structure and gravity cohesion. IEEE Access, 8, 176624–176639. https://doi.org/10.1109/ACCESS.2020.3022836
24. Hu, L., & Kearney, M. W. (2021). Gendered tweets: Computational text analysis of gender differences in political discussion on Twitter. Journal of Language and Social Psychology, 40(4), 482–503. https://doi.org/10.1177/0261927X20969752
25. Huotari, L., Ulkuniemi, P., Saraniemi, S., & Mäläskä, M. (2015). Analysis of content creation in social media by B2B companies. Journal of Business & Industrial Marketing, 30(6), 761–770. https://doi.org/10.1108/JBIM-05-2013-0118
26. Icha, O., & Agwu, E. (2015). Effectiveness of social media networks as a strategic tool for organizational marketing management. Journal of Internet Banking and Commerce, S2. https://doi.org/10.4172/1204-5357.S2-006
27. Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129–144. https://doi.org/10.1108/APJML-10-2015-0154
28. Jaartsveld, J. (2018). How do 'big birds' tweet about CSR? Exploring the corporate social responsibility communication characteristics and strategies of four large IT companies on Twitter [MBA Dissertation, Radboud University]. RU Campus Repository. https://theses.ubn.ru.nl/handle/123456789/5793
29. Kim, S., & Ferguson, M. A. T. (2018). Dimensions of effective CSR communication based on public expectations. Journal of Marketing Communications, 24(6), 549–567. https://doi.org/10.1080/13527266.2015.1118143
30. Kwon, K., & Lee, J. (2021). Corporate social responsibility advertising in social media: A content analysis of the fashion industry's CSR advertising on Instagram. Corporate Communications: An International Journal, 26(4), 700–715. https://doi.org/10.1108/CCIJ-01-2021-0016
31. Laroche, M., Habibi, M. R., & Richard, M.-O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
32. Lee, K., Oh, W.-Y., & Kim, N. (2013). Social media for socially responsible firms: Analysis of Fortune 500's Twitter profiles and their CSR/CSIR ratings. Journal of Business Ethics, 118, 791–806. https://doi.org/10.1007/s10551-013-1961-2
33. Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The power of “like”: How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1), 40–52. https://doi.org/10.2501/JAR-52-1-040-052
34. Liu, X., Burns, A. C., & Hou, Y. (2017). An investigation of brand-related user-generated content on Twitter. Journal of Advertising, 46(2), 236–247. https://doi.org/10.1080/00913367.2017.1297273
35. Maderer, D., Parganas, P., & Anagnostopoulos, C. (2018). Brand-image communication through social media: The case of European professional football clubs. International Journal of Sport Communication, 11(3), 319–338. https://doi.org/10.1123/ijsc.2018-0086
36. Maisam, S., & Mahsa, R.-d. (2016). Positive word of mouth marketing: Explaining the roles of value congruity and brand love. Journal of Competitiveness, 8(1), 19–37. https://doi.org/10.7441/joc.2016.01.02
37. Naeem, M. (2019). Role of social networking platforms as tool for enhancing the service quality and purchase intention of customers in Islamic country. Journal of Islamic Marketing, 10(3), 811–826. https://doi.org/10.1108/JIMA-11-2018-0214
38. Ramnarain, Y., & Govender, K. K. (2013). Social media browsing and consumer behaviour: Exploring the youth market. African Journal of Business Management, 7(18), 1885–1893. https://doi.org/10.5897/AJBM12.1195
39. Sarangi, S., & Pattnaik, S. (2018). Targeting emerging and untapped markets: Rethinking market intelligence decision framework. Prabandhan: Indian Journal of Management, 11(1), 39–51. https://doi.org/10.17010/pijom/2018/v11i1/120822
40. Sharma, A., Adhikary, A., & Borah, S. B. (2020). Covid-19′s impact on supply chain decisions: Strategic insights from NASDAQ 100 firms using Twitter data. Journal of Business Research, 117, 443–449. https://doi.org/10.1016/j.jbusres.2020.05.035
41. Sharma, S., Singh, G., & Aiyub, A. S. (2020). Use of social networking sites by SMEs to engage with their customers: A developing country perspective. Journal of Internet Commerce, 19(1), 62–81. https://doi.org/10.1080/15332861.2019.1695180
42. Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. (2020). A dynamic framework for managing customer engagement on social media. Journal of Business Research, 121, 567–577. https://doi.org/10.1016/j.jbusres.2020.03.030
43. Shimpi, S. S. (2018). Social media as an effective marketing tool: An empirical study. Indian Journal of Marketing, 48(7), 36–50. https://doi.org/10.17010/ijom/2018/v48/i7/129725
44. Siji, S. (2021). Social commerce of Indian customers: Role of social media usage. Indian Journal of Marketing, 51(8), 26–38. https://doi.org/10.17010/ijom/2021/v51/i8/165760
45. Silva, M. J., Farias, S. A., Grigg, M. K., & Barbosa, M. d. (2020). Online engagement and the role of digital influencers in product endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133–163. https://doi.org/10.1080/15332667.2019.1664872
46. Singh, A., & Verma, P. (2016). Consumer psychology towards corporate social initiatives: An empirical investigation. Prabandhan: Indian Journal of Management, 9(3), 32–42. https://doi.org/10.17010/pijom/2016/v9i3/89179
47. Smaliukiene, R., & Monni, S. (2020). Social responsibility, social marketing role, and societal attitudes. In, M. Tvaronavičienė, & B. Ślusarczyk (Eds.), Energy transformation towards sustainability (pp. 289–308). Elsevier. https://doi.org/10.1016/B978-0-12-817688-7.00014-8
48. Smith, B. G., & Gallicano, T. D. (2015). Terms of engagement: Analyzing public engagement with organizations through social media. Computers in Human Behavior, 53, 82–90. https://doi.org/10.1016/j.chb.2015.05.060
49. Smoląg, K., Ślusarczyk, B., & Kot, S. (2016). The role of social media in management of relational capital in universities. Prabandhan: Indian Journal of Management, 9(10), 34–41. https://doi.org/10.17010/pijom/2016/v9i10/103072
50. Soboleva, A., Burton, S., Mallik, G., & Khan, A. (2017). 'Retweet for a Chance to…': An analysis of what triggers consumers to engage in seeded eWOM on Twitter. Journal of Marketing Management, 33(13–14), 1120–1148. https://doi.org/10.1080/0267257X.2017.1369142
51. Solem, B. A., & Pedersen, P. E. (2016). The effects of regulatory fit on customer brand engagement: An experimental study of service brand activities in social media. Journal of Marketing Management, 32(5–6), 445–468. https://doi.org/10.1080/0267257X.2016.1145723
52. Statista. (2021). Global social networks ranked by number of users 2021. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
53. Tenkale Pallavi, S., & Jagannatha, S. (2020). Computing opinions for Twitter review data. Journal of Computational and Theoretical Nanoscience, 17(9–10), 4360–4363. https://doi.org/10.1166/jctn.2020.9077
54. Yadav, M. (2017). Social media as a marketing tool: Opportunities and challenges. Indian Journal of Marketing, 47(3), 16–28. https://doi.org/10.17010/ijom/2017/v47/i3/111420
55. Yang, J., Basile, K., & Letourneau, O. (2020). The impact of social media platform selection on effectively communicating about corporate social responsibility. Journal of Marketing Communications, 26(1), 65–87. https://doi.org/10.1080/13527266.2018.1500932
56. Yigitcanlar, T., Kankanamge, N., & Vella, K. (2021). How are smart city concepts and technologies perceived and utilized? A systematic Geo-Twitter analysis of smart cities in Australia. In, L. Mora, M. Deakin, X. Zhang, M. Batty, M. Jong, P. Santi, & F. P. Appio (eds.), Sustainable smart city transitions (pp. 133–152). Routledge.
57. Zainuddin, N., & Gordon, R. (2020). Value creation and destruction in social marketing services: A review and research agenda. Journal of Services Marketing, 34(3), 347–361. https://doi.org/10.1108/JSM-01-2019-0046