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Advisor(s)
Abstract(s)
The development and increased use of social media by the consumers has brought new
challenges for brands and marketeers. Relying on the relational paradigm and being aware of
social media enormous potential to reach, to foster relationships and engage and to create bonds
between brand and consumer, marketeers are increasingly using and considering them in their
marketing strategy. In this context, social networking sites and, in particular, Facebook, are
achieving an increasing relevance for marketeers to communicate and engage their target.
Building on the Uses & Gratifications (U&G) theory and online consumer engagement
research, our study analyzes the influence of marketing strategies related to Facebook post
characteristics, such as post media and content type on fans response in terms of liking, sharing,
and commenting brand posts, considered as online consumer engagement activities.
For this purpose, the authors have collected and coded approximately 2800 posts sourced
from the Facebook brand pages of four top selling fashion brands (Cubanas, Paez, Havaianas and
Fly London), considering the period between 1st March 2015 until 31th December 2017.
This research identifies differences across different consumer engagement activities. As
such, informational, interactive and remunerational posts seem to have a positive effect on the
several online consumer engagement activities examined, while vividness and entertainment
yield mixed results. These findings and their implications are discussed in the context of
branding and relationship marketing.
Description
Keywords
Branding Online consumer engagement Relationship marketing Social networking sites
Citation
Antunes, A.C., Miranda, S., & Machado, A.T. (2019). Examining brand post characteristics that drive Facebook consumer engagement. The International Journal of Management and Business, 10(1), 39-49.
Publisher
IAMB - International Academy of Management and Business