Purpose – The purpose of this paper is to analyse Facebook brand posts along dimensions of vividness, interactivity, novelty, brand consistency and content type and tests how these characteristics influence audience response in terms of liking and sharing brand posts. Design/methodology/approach – The sample comprised 191 brand posts sourced from the Facebook brand pages of five top selling automotive brands in the UK. Audience response was operationalised using brand post likes and brand post shares, while brand post characteristics were operationalised according to relevant theory. Poisson regression models were tested to measure the effect of brand post characteristics on audience response. Findings – The findings indicate that brand post vividness has a significant positive effect on brand post shares, but not on brand post likes. Brand post interactivity has a significant negative effect on both brand post likes and brand post shares. Brand post novelty and brand post consistency have a significant positive effect on both brand post likes and brand post shares. Finally, brand post content type has a significant positive effect on brand post likes, but not brand post shares. Practical implications – The findings underscore the need for marketers to develop a systematic content strategy for Facebook brand pages. With this in mind, the study proposes several evidence based suggestions. Originality/value – This study contributes to the literature first by synthesising and testing brand post characteristics that were overlooked in prior research and second by developing theoretically consistent operationalisation for already familiar brand post characteristics. These enhancements resulted in a final model with a superior explanatory power.
Purpose This study aims to propose an experiential model of consumer engagement focusing on Facebook brand pages. Building on the brand experience literature, the study synthesizes the experiential affordances of Facebook brand pages along perceptual, social, epistemic and embodied dimensions and tests their impact on consumer engagement. Design/methodology/approach The study operationalized key variables of the proposed model at the brand page level and assembled pertinent data, using systematic content analysis, on a sample of Facebook brand pages (n = 85). Poisson regression tested the proposed model. Findings The findings indicate that brands that facilitate greater number of experiential affordances on their Facebook brand pages generated higher levels of consumer engagement. For both brand post likes and brand post shares, the contributions of experiential affordances were significant and positive. Practical implications The findings offer actionable managerial insights for brands seeking to implement an experiential model of consumer engagement on their fan pages. Originality/value This study contributes to the literature by proposing and testing an experiential model of consumer engagement in the context of Facebook brand pages. To date, the experiential value of Facebook brand pages has rarely, if at all, been tested in an empirical study.
Purpose -This study aims to examine how message strategy influences consumer behavioral engagement in social media. To this end, the study develops a comprehensive typology of branded content in social media and tests for its effect on consumer behavioral engagement. Design/methodology/approach -A sample of brand posts derived from the official Facebook pages of top corporate brands was double-coded using an elaborate coding instrument. Message strategy was operationalized using three main message strategies (i.e. informational, transformational and interactional) and their paired combinations. Consumer behavioral engagement was operationalized using consumer actions of liking and sharing brand posts. Proposed relationships were tested with MANCOVA and univariate ANOVAs. Findings -Results indicate that the transformational message strategy is the most powerful driver of consumer behavioral engagement, while no significant difference is observed between the informational and the interactional message strategies. Further, complementing the informational and interactional message strategies with the transformational message strategy markedly enhances their effectiveness. Practical implications -Useful managerial guidance to develop effective message strategies is offered. In particular, the importance of transformational messages, both as a standalone and a complementary message strategy, is underscored. By mastering and deploying transformational messages more frequently in their social media communication, marketers could improve their effectiveness. Originality/value -Drawing on a theory-driven typology, this study sheds light on how message strategy shapes consumer behavioral engagement in a social media context. Importantly, the study documents pioneering empirical evidence regarding the effect of combined message strategies on consumer behavioral engagement.
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