What Makes Facebook Brand Posts Engaging? A Content Analysis of Facebook Brand Post Text That Increases Shares, Likes, and Comments to Influence Organic Viral Reach

Quesenberry, Keith A.; Coolsen, Michael K.

doi:10.1080/10641734.2018.1503113

Cited by 29 publications

(23 citation statements)

References 26 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Specifically, the number of likes, shares and comments for each post was also examined in addition to keyword extraction and content analysis. Previous studies support the use of likes, shares and comments as engagement measures in Facebook brand posts (Quesenberry and Coolsen, 2018;Chwialkowska, 2018). Afterwards, the average number was calculated depending on different types of microinfluencers for understanding the effect of different influencers' eWOM persuasiveness on consumer behaviour.…”

Section: Abstract and Word Frequencymentioning

confidence: 99%

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

Shen

2021

JRIM

View full text Add to dashboard Cite

Purpose This study aims to find how can fashion micro-influencers and their electronic word-of-mouth (eWOM) messages increase consumer engagement on social media, focusing on micro-influencers’ influence, typology, eWOM content and consumer engagement. Design/methodology/approach A total of 20,000 microblogs were collected from Irish fashion micro-influencers and analyzed through keyword classification and content analysis in NVivo. The determinants of eWOM persuasiveness for consumer engagement on social media were investigated based on Sussman and Siegal’s information adoption model. Findings The study finds that among the four types of micro-influencers, market mavens and their eWOM messages have the highest impact on consumer engagement on social media, and it presents a repetitive and persuasive eWOM model of market mavens to increase consumer participation. Also, the study discovers that micro-influencers’ occasion-related microblogs have an increasing impact on consumer interactions whereas microblogs with brands have a decreasing engagement with consumers on social media. Originality/value This study advances prior studies on the relationship between influencers’ eWOM messages and consumer participation on social media by the development of a persuasive eWOM model of micro-influencers to increase consumer engagement and fill in the lack of relevant literature. Also, findings provide actionable insights for marketing communication practitioners to persuade consumers to participate in eWOM communications and establish strong consumer-brand relationships on social media.

show abstract

Section: Abstract and Word Frequencymentioning

confidence: 99%

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

Shen

2021

JRIM

View full text Add to dashboard Cite

show abstract

“…This is a tweet simply posted on a brand's Twitter account, rather than paid advertising sent, via complex algorithms, to specific audiences and/or individuals. In contrast to paid ads, where reach depends on adspend and sophisticated targeting, organic post reach has to be "earned" by content creativity, and such posts are perceived as more authentic and trustworthy by users (Quesenberry and Coolsen 2019). Good content will be shared or may even go viral, thus disseminating the message to new audience networks.…”

Section: Challenge 2: the Explosion In Social Media Advertisingmentioning

confidence: 99%

“Get a £10 Free Bet Every Week!”—Gambling Advertising on Twitter: Volume, Content, Followers, Engagement, and Regulatory Compliance

Rossi¹,

Nairn²,

Smith³

et al. 2021

Journal of Public Policy & Marketing

View full text Add to dashboard Cite

The internet raises substantial challenges for policy makers in regulating gambling harm. The proliferation of gambling advertising on Twitter is one such challenge. However, the sheer scale renders it extremely hard to investigate using conventional techniques. In this paper the authors present three UK Twitter gambling advertising studies using both Big Data analytics and manual content analysis to explore the volume and content of gambling adverts, the age and engagement of followers, and compliance with UK advertising regulations. They analyse 890k organic adverts from 417 accounts along with data on 620k followers and 457k engagements (replies and retweets). They find that around 41,000 UK children follow Twitter gambling accounts, and that two-thirds of gambling advertising Tweets fail to fully comply with regulations. Adverts for eSports gambling are markedly different from those for traditional gambling (e.g. on soccer, casinos and lotteries) and appear to have strong appeal for children, with 28% of engagements with eSports gambling ads from under 16s. The authors make six policy recommendations: spotlight eSports gambling advertising; create new social-media-specific regulations; revise regulation on content appealing to children; use technology to block under-18s from seeing gambling ads; require ad-labelling of organic gambling Tweets; and deploy better enforcement.

show abstract

“…In addition, they use of social media is to ask for ratings from consumers or just to share their experience or testimonial when using their products. This is done to establish a good relationship with consumers (Quesenberry, et al, 2019). The impact of using e-Wom is the dissemination of information on a product in the form of recommendations distributed by one consumer to another consumer that can be trusted more than the company directly promotes the product.…”

Section: Introductionmentioning

confidence: 99%

Analysis of E-Advertising on Sales

Rohmawati

Luckyardi

2022

jobbe

View full text Add to dashboard Cite

The purpose of this research is to analyse the increase in product sales using social media advertising. The research was conducted using literature study method and questionnaires that distributed to sellers who used social media advertising in marketing their products. The results show that selling products on social media using advertisements can generate more sales and cunsomers. With social media advertising, sellers can choose the type of potential customers according to the product being sold. The sellers can determine the type of prospective customer based on thier age, residence, and/or hobbies to it easier for the seller to divert the sale of their product. Therefore, social media advertising helps sellers who market their products to generate more sales.

show abstract

What Makes Facebook Brand Posts Engaging? A Content Analysis of Facebook Brand Post Text That Increases Shares, Likes, and Comments to Influence Organic Viral Reach

Cited by 29 publications

References 26 publications

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers

“Get a £10 Free Bet Every Week!”—Gambling Advertising on Twitter: Volume, Content, Followers, Engagement, and Regulatory Compliance

Analysis of E-Advertising on Sales

Contact Info

Product

Resources

About