Social Recommendations for Facebook Brand Pages

Abstract

The objective of this research is to bridge the gap by proposing a content-based framework that is specifically designed to operate in social media environment. This study proposed a recommendation framework that integrated the features of brand pages and information on user behavior on brand pages. Data were obtained from 2,076 official brand pages in Taiwan, and a total of 500,000 interaction data were obtained and processed. Decision trees were used to classify brand pages and detect features that facilitate distinguishing among brand pages. Our method involved a simple training procedure with no restriction to a particular classifier learning algorithm and yields improved results on data sets extracted from a considerable number of Facebook brand pages. The results represented the diversity of social media user criteria in evaluating whether an activity is interesting to users. Moreover, these prevalent features indicate that brand pages distinguish themselves from others through their willingness to engage and interact with users. These findings not only enabled using brand page recommendation models for facilitating the selection of the most suitable brand page, but also useful for researchers seeking to develop a recommendation system for social media.

How to Engage Consumers through Effective Social Media Use—Guidelines for Consumer Goods Companies from an Emerging Market

“…In contrast to the use of static or dynamic elements, inherently interactive content (e.g., questions and sweepstakes) that is posted on BFPs may also provide an avenue for improving follower engagement. That proposition has been confirmed by several studies on social media consumer behavior in which interactivity was found to affect customer interaction, engagement and involvement [10,11,13,21,36,38,48,52]. Within that context, interactivity can be defined as "the degree to which two or more communication parties can act on each other, on the communication medium and on the messages and the degree to which such influences are synchronized" [53].…”

“…To overcome these problems, relevant machine learning algorithms such as decision trees were chosen, to come up with easily applicable tactics and insights. One of the few studies that applied machine learning algorithms in studying online brand fan pages and information on user behavior is Chiu's [21]. Although the objective of that study is to propose a recommendation system, thus differs from the present study, the use of the decision trees provides practical and valuable classifications to those seeking to develop recommendation systems on social media.…”

Fundamental Power of Social Media Interactions for Building a Brand and Customer Relations

“…Regarding brand image, because they are critical for the choice of communication strategies and, thus influence the communication behavior of social media managers, it can be assumed that brand pages are also relevant for guiding a company's dialogue with their consumers. Other authors have also considered brand pages to be a possible point of contact for further research to investigate why organizations cannot fully exploit the potential for dialogue orientation [5,61,62]. Consequently, a company that is perceived as competent and experienced in its field of activity, and that implements communication oriented toward dialogue with customers on social media, ultimately determines the establishment of a psychological link that contributes to increasing the level of attractiveness for customers.…”

“…For a long time, companies have realized the potential of online communication [1][2][3][4]. This type of communication has become increasingly present in the lives of consumers and is the background on which brand pages are currently built [5][6][7]. Social networks include the activities and behaviors in user communities that exchange information, knowledge, and opinions online through platforms [8,9].…”

Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components

“…That is why it is necessary to adapt brands to new practices in order to attract attention and offer value to users using this form of internet marketing. Hence, social media has enkindled the interest of companies to manage customer relationships with Facebook brand pages [69]. These pages represent the key platform for users to interact with companies and provide users with the content that might interest them.…”