Aligning personal preferences, user fit, and creative vision: A comprehensive analysis of brand choices in selecting social media platforms
Faith Rudairo Chibvura ORCID ↗ · Darry Penceliah ORCID ↗
International Journal of Business Ecosystem & Strategy · 2026 · Vol. 8 / Issue 2 · 392-406
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Abstract
This study explored the complex decision-making process and the factors used by people, influencers, and brands when selecting social media platforms. The various factors include target demographics, values, content style, and overall marketing strategy. The study aimed to assess the importance of aligning personal preferences, user fit, and creative vision in selecting which social media platforms to use for a brand. To build a stronger level of engagement, content must be designed in a way that creates value for individual consumers. The Uses and Gratification Theory (UGT) provided a framework for understanding the motivations of millennials seeking a specific type of content on social media and how brands select social media platforms. A mixed-methods approach was used for the study to obtain the perspectives of both social media content creators and customers. The target population comprised millennials in the greater Durban area. Purposive sampling was used to select a sample of 400 participants for quantitative data and 10 content creators for qualitative data collection. Data was analysed both qualitatively and quantitatively using thematic analysis and SPSS version 28.0, respectively. The results contribute to a deeper understanding of the dynamic interplay between personal preferences, user fit, and creative vision in shaping the digital landscape. The study findings suggest that influencer marketing can be a powerful tool for promoting brand preference. Brands should carefully select influencers whose followers align with their target audience and ensure they have a strong following and the trust of their followers. The findings emphasise the effectiveness of diverse content types and customer appreciation posts. Businesses should tailor their content strategies to suit their brand identity and connect with their audience effectively. Different social media platforms offer unique features and formats.
Keywords: {'name': 'Social media platforms, Decision-making processes, Influencers, Brand identity, Creative vision, Content production, Target demographics'}
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Faith Rudairo Chibvura
Durban University of Technology
Darry Penceliah
Durban University of Technology
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