IDEAS home Printed from https://ideas.repec.org/a/ids/ijimad/v17y2022i3-4p231-270.html
   My bibliography  Save this article

Influence of post types on Facebook engagement: the moderating roles of brand category and brand internationalisation

Author

Listed:
  • Mathupayas Thongmak

Abstract

Strategies for brand community engagement have been lagging behind the social media growth. This paper thus attempts to understand the effects of content types on brand community engagement (likes, comments, and shares) in the understudied yet important country of Thailand using a comprehensive framework. This study collected 1,574 posts from 183 Facebook pages in nine brand categories. Content analysis was conducted to extract the content type of each post. The main study explored post-type effects together with the moderating influences of the brand category (FMCGs vs. non-FMCGs) and brand internationalisation (global vs. local brands). The research also explored real cases of Facebook posts in nine brand categories and compared the influence of posts on fan engagement. The findings showed that different content types were utilised among brand categories and brand groups, but above all entertaining posts received the highest fan engagement. Both FMCG and global brands significantly moderated several relationships between post types and fan engagement. There were a small number of posts in some brand categories due to the nature of each industry. Recommendations are made regarding an effective content strategy to enhance Facebook page engagement for marketers and social media managers.

Suggested Citation

  • Mathupayas Thongmak, 2022. "Influence of post types on Facebook engagement: the moderating roles of brand category and brand internationalisation," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 17(3/4), pages 231-270.
    • Handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:231-270
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=126709
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sofía Blanco-Moreno & Ana M. González-Fernández & Pablo Antonio Muñoz-Gallego & Roman Egger, 2024. "What do you do or with whom? Understanding happiness with the tourism experience: an AI approach applied to Instagram," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-16, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijimad:v:17:y:2022:i:3/4:p:231-270. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=84 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.