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2015 | OriginalPaper | Buchkapitel

Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information

verfasst von : Mathupayas Thongmak

Erschienen in: Business Information Systems

Verlag: Springer International Publishing

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Abstract

This research explores the posting quantity and posting types most likely to create brand engagement on Facebook brand-fan pages. Using content analysis, the study explores five posting types: product, price, place, promotion, and others, by analyzing 1,577 posts from 183 brand-fan pages. Findings suggest that high posting amount could increase brand popularity. Thus, a brand-fan page’s content provider should add more price information, promotional information, other informational content, and emotional content on posted messages. This work amends the social media marketing literature by including the concept of marketing mix along with uses and gratifications (U&G). It also combines likes, comments, and shares to represent the post popularity. The study provides some managerial implications for effectively planning the content strategy to engage more fans or potential customers in brand-fan pages.

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Vorheriges Kapitel Multi-dimensional Performance Measurement in Complex Networks – Model and Integration for Logistics Chain Management
Nächstes Kapitel Context Variation for Service Self-contextualization in Cyber-Physical Systems
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Metadaten
Titel
Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information
verfasst von
Mathupayas Thongmak
Copyright-Jahr
2015
Buch
Business Information Systems

Print ISBN: 978-3-319-19026-6

Electronic ISBN: 978-3-319-19027-3

Copyright-Jahr: 2015

DOI
https://doi.org/10.1007/978-3-319-19027-3_24