Tuten T. L. Amp- Solomon M. R. -2020-. Social Media Marketing. Sage Publications 'link'

This refers to the specific platform and the "language" required to use it. Tuten and Solomon argue that content must be "native." A long LinkedIn article will fail on TikTok (Medium Transfer Error). They introduced the concept of platform gravity —the idea that each platform pulls the user toward a specific mindset (e.g., LinkedIn = professional identity; Instagram = aesthetic aspiration).

Tuten & Solomon propose a dynamic model based on that drive engagement: This refers to the specific platform and the