PROFILICITY IN SOCIAL MEDIA MARKETING: A PROPOSED FRAMEWORK OF CORPORATE BEHAVIORS AND DIGITAL ENGAGEMENT STRATEGIES

Abstract

The article explores the evolving role of social media marketing strategies (SMMS) within firms, proposing a new theoretical framework based on the concept of profilicity. Social media, since its inception, has transformed corporate marketing practices, forcing firms to adapt their strategies to engage more dynamically with consumers. Profilicity, introduced by Moeller and D’Ambrosio, suggests that digital identity is curated for social validation, making it a central framework for understanding corporate behavior online. The article proposes a typology based on three main behaviors: Sincerity, where brands maintain transparency and follow traditional marketing norms; Authenticity, where companies build emotional connections based on their values; and Profilicity, where brands constantly adjust their digital presence for maximum engagement and social validation. The research addresses the gap in existing literature on SMMS by offering a comprehensive framework for analyzing firm-generated content and online brand management. Additionally, it suggests that SMMS should be evaluated not only by traditional engagement metrics but also through a firm’s ability to curate its identity online. Future research is encouraged to test this framework empirically, focusing on industry-specific applications and cross-cultural variations in SMMS.