Examining brand post characteristics that drive Facebook consumer engagement

Antunes, Ana Cristina; Miranda, Sandra; Machado, Ana Teresa

Publication

Examining brand post characteristics that drive Facebook consumer engagement

2018-10-17Conference object

dc.contributor.author	Antunes, Ana Cristina
dc.contributor.author	Miranda, Sandra
dc.contributor.author	Machado, Ana Teresa
dc.date.accessioned	2019-10-23T17:37:51Z
dc.date.available	2019-10-23T17:37:51Z
dc.date.issued	2018-10-17
dc.description.abstract	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.	en
dc.description.version	info:eu-repo/semantics/publishedVersion	pt_PT
dc.identifier.citation	Antunes, A.C., Miranda, S., & Machado, A.T. (2018, outubro,17). Examining brand post characteristics that drive Facebook consumer engagement. Comunicação apresentada na 25th IAMB Conference, ISEG, Lisboa, Portugal.	pt_PT
dc.identifier.issn	1949-9108
dc.identifier.uri	http://hdl.handle.net/10400.21/10620
dc.language.iso	eng	pt_PT
dc.peerreviewed	yes	pt_PT
dc.publisher	International Academy of Management and Business	pt_PT
dc.publisher	Instituto Superior de Economia e Gestão (ISEG)	pt_PT
dc.relation.publisherversion	http://www.iamb.org/Proceedings/2018/lisbon/MS/35%20Antunes%20MS.pdf	pt_PT
dc.relation.publisherversion	https://iamb.org/2018-lisbon/	pt_PT
dc.rights.uri	http://creativecommons.org/licenses/by-nc-sa/4.0/	pt_PT
dc.subject	Branding	en
dc.subject	Online consumer engagement	en
dc.subject	Relationship marketing	en
dc.subject	Social networking sites	en
dc.title	Examining brand post characteristics that drive Facebook consumer engagement	en
dc.type	conference object
dspace.entity.type	Publication
oaire.citation.conferencePlace	ISEG, Lisboa	pt_PT
oaire.citation.title	25th International Academy of Management and Business Conference	pt_PT
person.familyName	Coelho Antunes
person.familyName	Lopes Miranda
person.givenName	Ana Cristina
person.givenName	Sandra Marisa
person.identifier.ciencia-id	2D13-2F76-689F
person.identifier.ciencia-id	681E-05F5-C887
person.identifier.orcid	0000-0001-8983-2062
person.identifier.orcid	0000-0002-5544-5942
rcaap.rights	openAccess	pt_PT
rcaap.type	conferenceObject	pt_PT
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