Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Abstract

Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.

The Efficiency of Social Network Services Management in Organizations. An In-Depth Analysis Applying Machine Learning Algorithms and Multiple Linear Regressions

“…Finally, with respect to the publication moment, the results are aligned with the findings of Hanifawati et al [59] in their work on the management of corporate Facebook accounts. In that study, the researchers emphasized that the messages in the most active time slots, those in which the user is more likely to visit the platform, increase both the amount of shared content and the comments received on it.…”

Best time to post and review on Facebook and Instagram: analytical evidence

“…Among the majority available study in this area, the study of Jahanbakhsh et al (2021) has evaluated the social media posts timing, but it mostly has concentrated on misinformation management by accurate timing of social media posts. A similar study by Hanifawati et al (2019) evaluated brands' popularity on Facebook based on post timing and content, but again, the study focused primarily on social media post timings. Very few explorations have been made in regards to page visit timing data under social media analytics in order to gain insights.…”

“…In addition to the existing literature by Jahanbakhsh et al (2021) on the timing of social media posts, this study primarily focused on gaining insights into user activity information to gain business insights from the analytical data. This study adds to the existing research of Hanifawati et al (2019) and Wahid and Wadud (2020) to determine when is the most effective timing of user engagement on social media business pages by focusing on Great Deal Tires analytics data. With respect to the Facebook analytics data, the study agreed to the outcome of Pollard (2015) that identified highest user engagement in between 9 a.m. and 7 p.m. but also extended it by providing accurate date and time for the selected company.…”

Dampak Co-Creation pada Pemasaran Produk Pangan Online Terhadap Loyalitas dengan Mediasi Kepuasan pada Pelanggan Sayurbox

“…Interaksi inilah yang sesungguhnya menjadi kunci untuk meningkatkan pengalaman, value, kepuasan dan niat pembelian konsumen (Alexander & Kent, 2022). Interaksi aktif antara administrator media sosial dengan konsumen dapat meningkatkan pemahaman perusahaan tentang kebutuhan konsumen yang seiring waktu terus berubah sehingga perusahaan dapat terus berinovasi mengembangkan produk dan layanan untuk memuaskan kebutuhan target pasarnya (Hanifawati, Ritonga, et al, 2019). Penggunaan media sosial oleh perusahaan memiliki dampak moderasi dalam co-creation dan menawarkan strategi segmentasi potensial (Casper Ferm & Thaichon, 2021).…”