Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing

Vries, Lisette de; Gensler, Sonja; Leeflang, Peter S. H.

doi:10.1016/j.intmar.2012.01.003

Cited by 1,442 publications

(1,379 citation statements)

References 45 publications

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“…This study differs from previous empirical studies conducted by De Vries et al (2012) and Abdillah et al (2012), because this study integrates two perspectives, social computing (theory of social influence) and social media marketing (brand popularity). This integration is expected to enrich the theoretical study of online marketing through the development of behavioral models for individuals' involvement with fan pages.…”

Section: Introductionmentioning

confidence: 83%

“…This study considers the characteristics of fan pages (for example, interactivity), their content (eg, information), and the valence comments that are replicated and adapted from research by De Vries et al (2012). The third variables are used because they are the key variables that drive the individual's involvement with fan pages from the perspective of the online brands' popularity concept.…”

Section: Introductionmentioning

confidence: 99%

“…The third variables are used because they are the key variables that drive the individual's involvement with fan pages from the perspective of the online brands' popularity concept. However, the limitations of these variables (De Vries et al, 2012), in explaining the behavior of an individual's involvement with fan pages raises the opportunity to re-examine them. In addition, this study also considers the aspect of the user's motivation, namely if the internalization and identification can be replicated, as adapted from research by Abdillah et al (2012).…”

Section: Introductionmentioning

confidence: 99%

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Motivation for Individuals’ Involvement With Fan Pages

Abdillah

2016

JIEB

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Section: Introductionmentioning

confidence: 83%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Motivation for Individuals’ Involvement With Fan Pages

Abdillah

2016

JIEB

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“…The second thematic category examined the inclusion of multimedia content, such as pictures, videos and inline frames. The third thematic category was entitled "share to social media" and investigated whether the websites of the sample provide tools for interaction through different social media, along with the number of times an article has been shared (Antonopoulos et al, 2015;Choudhury & Sundaram, 2011;Mislove et al, 2007;Vries, Gensler, & Leeflang, 2012). The last thematic category examined the comments section (Markellou, Rigou, & Sirmakessis, 2009) in the articles.…”

Section: Methodsmentioning

confidence: 99%

Online Marketing for Media: The Case of Greek News Websites

Antonopoulos¹,

Veglis²,

Emmanouloudis³

2017

IJMS

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Nowadays it is quite easy to create a news website and start promoting it online. However, the structure of a significant amount of news websites seems to have been changing, often deviating from trends of past years or even setting their own marketing direction. Based on seven hypotheses related with online marketing characteristics, the researchers gathered data from articles posted on Greek news websites that reported three major events. After visiting the websites for a second time in order to compare the data, they calculated our results. These results show a clearer picture of how the situation currently is for the top twenty Greek news websites according to Αlexa.com. This paper also highlights newer trends in online news reporting, such as the elimination of the "like" button in favour of the shares, and also makes suggestions for further research.

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“…The findings of [14] show that different drivers influence the number of likes and the number of comments to fashion posts. Namely, vivid and interactive brand post characteristics enhance the number of likes.…”

Section: Related Workmentioning

confidence: 97%

Temporal Analysis of Social Media Response to Live Events: The Milano Fashion Week

Brambilla

Ceri

Daniel

et al. 2017

Lecture Notes in Computer Science

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Abstract. Social media response to catastrophic events, such as natural disasters or terrorist attacks, has received a lot of attention. However, social media are also extremely important in the context of planned events, such as fairs, exhibits, festivals, as they play an essential role in communicating them to fans, interest groups, and the general population. These kinds of events are geo-localized within a city or territory and are scheduled within a public calendar. We consider a specific scenario, the Milano Fashion Week (MFW), which is an important event in our city. We focus our attention on the spreading of social content in time, measuring the delay of the event propagation. We build different clusters of stakeholders (fashion brands), we characterize several features of time propagation and we correlate it to the popularity of involved actors. We show that the clusters by time and popularity are loosely correlated, and therefore the time response cannot be easily inferred. This motivates the development of a predictor through supervised learning in order to anticipate the space cluster of a new brand.

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Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing

Cited by 1,442 publications

References 45 publications

Motivation for Individuals’ Involvement With Fan Pages

Motivation for Individuals’ Involvement With Fan Pages

Online Marketing for Media: The Case of Greek News Websites

Temporal Analysis of Social Media Response to Live Events: The Milano Fashion Week

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