Considering the potent influence that hashtags can have when organizing and sharing ideas online, firms have begun trademarking them as part of their intellectual properties. But what role does trademarking play in online user engagement with firms?
Subodha Kumar and his colleagues found that strategically trademarking certain hashtags increased online user engagement—especially for firms with fewer followers. Narrative and informal writing styles increased user engagement, and the clever use of hashtags helped engagement last longer than in posts without.
Kumar and his colleagues believe that trademarking hashtags is a worthwhile investment, but advises companies to carefully consider the longevity of the phrases they choose.