What makes people react to the posts on the brand pages of mobile social network games?

Abstract

Purpose -Mobile social network games (mSNGs) are gaining increasing popularity recently. Many of the games are marketed using the brand pages on social network services including Facebook. The purpose of this paper is to identify the characteristics of the posts on the brand pages that affect the reaction of users. Design/methodology/approach -Four independent variables were tested for their influence on user reaction: informativeness, structure, call for action, and the type of reward. In total, 439 posts on the brand pages of two mobile game companies on Facebook were manually collected. The hypotheses were tested using multiple regression analysis. Findings -The characteristics of the brand pages appeared to have significant impact on the users' reaction. Overall, being informative, calling for action, and providing content-related (game-related) rewards have significant and positive impact on the reaction of users. Using only texts or embedding videos or hyperlinks in the posts has either negative or no significant impact on the reaction of users. Originality/value -The literature review shows that not many empirical studies have been conducted so far about the brand pages of mSNGs. Therefore, this study contributes to the understanding of users' reaction on the brand pages for mSNGs, and how companies should manage their communication effort on the pages.

Do different kinds of user-generated content in online brand communities really work?

“…In particular, they are: -An error in the year of publication in Floyd et al (2015), which has been replaced by Floyd et al (2014). -An error in the surname of the author in Hyesun et al (2016), which has been replaced by Jeon et al (2016).…”

“…Finally, the customercustomer interactions area comprises research focused on consumer behaviour related to customers' interactions with other customers. Some examples are related to social networks and OBCs (e.g., , and even UGC created within these sites (e.g., Jeon et al, 2016). This area of literature is the selected topic for fulfilling the research gap with regard to understanding the effects of different types of UGC in OBCs.…”

“…The second analyses how credible consumers find UGC and their goals for engaging with such content (e.g., . Finally, the third research stream focuses on the relationship between UGC and significant managerial outcomes, such as sales (e.g., You et al, 2015), the economic value of posts in online settings (e.g., Ghose and Ipeirotis, 2009), brand engagement (e.g., Luarn et al, 2015) or user reactions (e.g., Jeon et al, 2016). However, none of the previous research related to this third research stream is focused on understanding how different kinds of UGC differ in their relationship with performance measures (e.g., product success in terms of number of owners of products).…”

“…A brand community is a social space where information and experiences about a specific brand are shared among users, or between users and the brand Jeon et al, 2016). More specifically, a brand community is defined as "any group of consumers with a shared enthusiasm for the brand and a well-developed social identity, whose members engage jointly in-group actions to accomplish collective goals and/or express mutual sentiments and commitments" (Bagozzi and Dholakia, 2006, p. 45).…”

Super-connected: How Techno Tourism Redesigns Our Lives Through Meaningful Travel

“…Actually the fat associations among picture substance on MTs facebook pages with participation back up the fact that prospective voyagers who make use of facebook social platform are fascinated with imagery of the places of interest as well as tourist sites already visited by them or future preparation to holiday. The fact is coherent as a result of well-built correlation between going to places of interest and perception-making medium interrelated to visiting the attractions usually featured in tourism studies (Jeon, Ahn et al, 2016), and the veracity that TMs tell the different tourists' liking for visual content sharing (Kudeshia, Kudeshia et al, 2017). So far post size is concerned, the affirmative bond among reasonably lengthy attachments and participation is clarified by that information which travelers give the impression to have an inclination for new facts-loaded, storyline contented along with that TMs are apt to create just that sort of content for the reason to notify in a informal style.…”