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What can the brand manager expect from Facebook?

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  • Sitta, Desislava
  • Faulkner, Margaret
  • Stern, Philip

Abstract

Managers cannot afford to ignore social media and have stepped up their involvement in the belief that social media activities extend the brand's reach and engagement with consumers. Facebook is the preeminent social medium with an ever increasing branded content. One hundred brands selected from the Interbrand “Best Global Brand Report” form the basis of this study to test research propositions about the ability of branded Facebook pages to expand and engage users. Data captured from branded Facebook pages was supplemented with socialbaker's data. No correlation is found between the size of a brand and the number of Facebook fans, and there is no consistent relationship with user engagement and brand size.

Suggested Citation

  • Sitta, Desislava & Faulkner, Margaret & Stern, Philip, 2018. "What can the brand manager expect from Facebook?," Australasian marketing journal, Elsevier, vol. 26(1), pages 17-22.
    • Handle: RePEc:eee:aumajo:v:26:y:2018:i:1:p:17-22
    DOI: 10.1016/j.ausmj.2018.01.001
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    References listed on IDEAS

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    Cited by:

    1. Mariapina Trunfio & Simona Rossi, 2021. "Conceptualising and measuring social media engagement: A systematic literature review," Italian Journal of Marketing, Springer, vol. 2021(3), pages 267-292, September.
    2. Rocco Mazza & Emma Zavarrone & Mirko Olivieri & Daniela Corsaro, 2022. "A text mining approach for CSR communication: an explorative analysis of energy firms on Twitter in the post-pandemic era," Italian Journal of Marketing, Springer, vol. 2022(3), pages 317-340, September.

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