Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information

Thongmak, Mathupayas

doi:10.1007/978-3-319-19027-3_24

Cited by 9 publications

(10 citation statements)

References 27 publications

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“…Research demonstrates that providing informational content on brand posts does not positively affect post popularity [3]. According to [8], the pursuit of information does not have any effect on the number of Likes, Comments and Shares. A similar finding is echoed in later works such as [19] and [21].…”

Section: ) Deal Provisionmentioning

confidence: 96%

“…A conceptual framework was proposed and empirically tested. This seminal work has been giving rise to a number of similar articles over the years, with the purpose of identifying antecedents of brand post popularity (e.g., [4][5][6][7][8][9][10][11][12][13][14][15][16][17][18][19][20][21]). As shown later, some of these works have also resulted in contradictory findings.…”

Section: Introductionmentioning

confidence: 99%

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Brand Post Popularity on Social Media: A Systematic Literature Review

Robson

Banerjee

Kaur

2022

2022 16th International Conference on Ubiquitous Information Management and Communication (IMCOM)

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Social media has now become an indispensable marketing tool. Much research has been done to understand what makes brands' social media posts popular by attracting Likes, Comments and/or Shares. The objective of this paper is to carry out a systematic literature review on brand post popularity on social media. Through a literature search on Scopus-the largest database of peer-reviewed literature, 19 relevant articles were identified. Facebook has been the most widely studied platform while only a handful of works have focused on Instagram and Twitter. Platforms such as LinkedIn and TikTok have not been studied. Scholarly attention has mostly been trained on well-known and popular brands. A list of 22 antecedents of brand post popularity could be identified, some of which have often yielded contradictory findings. Several directions for future research are proposed. Consistencies in the literature are also summarized for the benefit of practitioners such as social media marketers.

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Section: ) Deal Provisionmentioning

confidence: 96%

Section: Introductionmentioning

confidence: 99%

Brand Post Popularity on Social Media: A Systematic Literature Review

Robson

Banerjee

Kaur

2022

2022 16th International Conference on Ubiquitous Information Management and Communication (IMCOM)

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“…It is also important to note that emotional appeals increase the engagement level (Bitiktas et al, 2020;Thongmak, 2015), while informative appeals do not drive customer engagement (Rietveld et al, 2020).…”

Section: Short Theoretical Backgroundmentioning

confidence: 99%

Engaging Customers on Facebook Coffee Shops' Brand-Fan Pages

Ferencakova

Gajdka²,

Nétek³

et al. 2020

IJEK

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Social media's importance is increasing rapidly in the business world as in the lives of individuals (Bitiktas et al., 2020). Thus, customer engagement (CE) in co-creating customer experience and value is receiving increasing attention from business practitioners and academics alike (Brodie, 2011). The study aims to examine content strategy on coffee shops' Facebook brand-fan pages in terms of differences in the length of the text part of the posted content and its impact on customer engagement. Using the Fanpage karma web application, we collected a total number of 1254 of 10 coffee shops' brand-fan pages posts published on Facebook during the year 2019. We found that there is a statistically significant difference between text length according to post type (status, photo, video, link) (p=0.0007), and also customer engagement differs depending on post type (p=0.0009). Surprisingly we also revealed that in text length, there is a statistically significant difference only between photo and status types of posts (p-Value=0.0009) and in customer engagement (CE), only between the photo and video types of posts (p-Value=0.0044). Results of linear regression also were not able to support hypothesis, that the shortest length of the text leads to higher customer engagement (CE). The study extends the research on customer engagement (CE) and expands the knowledge about the Facebook content strategy of coffee companies. Finally, it offers recommendations for future research in the examined area.

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“…Accordingly, we can assume likes' count, comments' count and shares' count of a post represent the extent of dissemination among users of social media or in other words post popularity. Although Likes' count and comments' count is considered as post popularity related proxy variables in prior research [5], [13], [14], shares' count is gained less attention as a proxy for post popularity in prior studies [24]. We considered all three variables as good proxies of post popularity in social media brand communities; while each one of them portraits different level of engagement and post popularity consequently.…”

Section: Theoretical Foundation and Hypothesesmentioning

confidence: 99%