Identifying sources of noise within the networked interplay of marketing messages in social media communication

Social media networks include multiple platforms, devices, human and non-human actors with varying functionalities, making message noise inevitable. The constructed nature of message noise and its influence on shaping meaning is documented; however, the types of noise and how this noise operates within the network requires exploration to enhance understanding. Drawing on observations made during a 21-month Netnography of a service brand’s hashtag community, we collected a dataset comprising 1,000 screenshots from Instagram and Twitter. Results reveal social media message meanings are interrupted by the network creating noise at five key interception points. Findings reveal three different types of noise that emerge within the network. This includes technical, material and architectural noise. Findings contribute to managing effective communication and identify variables that have not previously been discussed. This helps marketers and advertisers to understand the operationalisation of noise type and noise interception in the social media environment, offering practitioners a competitive advantage and the opportunity to support consumers in overcoming technological barriers when accessing marketing messages in the digital realm.