Comparative Analysis of Facebook Page Marketing: Case Study of Chinese and Norwegian Agricultural Companies in Myanmar

Facebook is powerful business tool that businesses to establish their online presence on one of the world’s largest social media platforms exploring foreign markets, accelerating internationalization, and improving performance in foreign markets. Facebook not only offers a range of advertising programs, but it also lets business customize their own profile and public relevant content to build their own community around their brand. The purpose of this study is to explore an effective Facebook marketing strategy applied by Chinese and Norwegian companies, identifying differences and similarities in their approaches. The study conduct data mining to track and summarize engagement activities on the official Facebook pages for a period of one-year (starting from January 1 to December 31, 2023) and analyzed total 191 posts of two foreign-based companies in Myanmar, 177 posts of a Norwegian company and 14 posts of a Chinese company. This total 191 posts, the authors manually entered into Microsoft excel sheet and then converted into a format for analysis. The analysis is conducted using Microsoft Excel to compare Facebook engagement and to apply Arman’s engagement rate formula for evaluating the quality of Facebook engagement. The results show that Chinese and Norwegian companies effectively used the product information text with images on Facebook is popular with customers, generating increasing likes, shares and comments and improving page engagement, which boosts customer purchases. Engagement Rate is vital for Facebook optimization, indicating a page’s influence on its followers, with the study revealing that Chinese Facebook page have higher engagement rate than Norwegian Facebook page. Additionally, Norwegian company effectively maintain customer relationships through live chat automated responses, providing timely information, reduction uncertainty, and increasing sales by understanding customer needs and potential purchasing behaviors.