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Examining brand post characteristics that drive Facebook consumer engagement

2019-08Journal article Open access
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dc.contributor.authorAntunes, Ana Cristina
dc.contributor.authorMiranda, Sandra
dc.contributor.authorMachado, Ana Teresa
dc.date.accessioned2021-01-07T11:19:53Z
dc.date.available2021-01-07T11:19:53Z
dc.date.issued2019-08
dc.description.abstractThe 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.en
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationAntunes, 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.en
dc.identifier.issn1949-2847
dc.identifier.urihttp://hdl.handle.net/10400.21/12582
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIAMB - International Academy of Management and Businesspt_PT
dc.relation.publisherversionhttp://www.iamb.org/ijmb/journals/vol_10/IJMB_Vol_10_1_Antunes.pdfpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by-nc-sa/4.0/pt_PT
dc.subjectBrandingen
dc.subjectOnline consumer engagementen
dc.subjectRelationship marketingpt_PT
dc.subjectSocial networking sitesen
dc.titleExamining brand post characteristics that drive Facebook consumer engagementen
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlaceSilver Spring, Maryland, USApt_PT
oaire.citation.endPage49pt_PT
oaire.citation.startPage39pt_PT
oaire.citation.titleThe International Journal of Management and Businessen
oaire.citation.volume10pt_PT
person.familyNameCoelho Antunes
person.familyNameLopes Miranda
person.givenNameAna Cristina
person.givenNameSandra Marisa
person.identifier.ciencia-id2D13-2F76-689F
person.identifier.ciencia-id681E-05F5-C887
person.identifier.orcid0000-0001-8983-2062
person.identifier.orcid0000-0002-5544-5942
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationeb47adf1-2379-4d68-9a38-d2d9a19059b9
relation.isAuthorOfPublication9d1851ad-50f7-4c1d-8ccf-cafb9c5a9aba
relation.isAuthorOfPublication.latestForDiscoveryeb47adf1-2379-4d68-9a38-d2d9a19059b9

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