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Brand posts are concise and recurrent updates created by brands and sent out to their followers on social media. Brand posts play a crucial linking role by connecting brands to their customers and fans on a daily basis. Brand posts represent a rich form of communication that convey various brand meaning and experiences using multiple media formats. Despite this, however, brand posts have not been subjected to formalized analyses in the literature. Accordingly, the purpose of this study is to conduct a formalized analysis of brand posts and propose a systematic framework to categorize them. With this aim, the study performed qualitative content analysis involving three interrelated coding procedures. First, the study reviewed the relevant literature to identify pre-existing coding categories (deductive coding). Second, the study drew together systematic inferences from a purposive sample of brand posts (n = 371) to …