Journal of Brand Management – Year end review 2015

Identifying the antecedents of posts’ popularity on Facebook Fan Pages

“…For example, some datasets were restricted to Fan Pages for brands belonging to only a specific domain (Sabate et al, 2014) while others were confined to Fan Pages for brands popular only within a particular country (Chua and Banerjee, 2015). Of late, brand management scholars have been particularly vocal in calling for further research involving a wider context of investigation (Pinto and Yagnik, 2017;Powell, 2017).…”