IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr266.html
   My bibliography  Save this paper

Brand Engagement in the Light of Post Content Type on the Facebook Platform in the Selected Industry

Author

Listed:
  • Ing. Ludov�t Nasti�in

    (Faculty of management, University of Pre�ov, Slovakia Author-2-Name: Mgr. Richard Fedorko Author-2-Workplace-Name: Faculty of management, University of Pre�ov, Slovakia Author-3-Name: Radovan Bac�k Author-3-Workplace-Name: Faculty of management, University of Pre�ov, Slovakia Author-4-Name: Mgr. Martin Rigelsk� Author-4-Workplace-Name: Faculty of management, University of Pre�ov, Slovakia Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - The purpose of our research was to better understand the potential different types of content have with regard to selected engagement indicators in interactions between users and brands on Facebook. This aspect is very important for e-business and e-commerce. The aim of the paper was to analyze and identify the relationships between the selected engagement indicators and types of content being added. Methodology/Technique - We examined a sample of 20 global airlines that have official accounts on this platform. The time horizon for data collection was twelve months of 2018. Therefore, we were able to work with data from 4,858 published posts. For each post, we identified the publication date, content type (photo / image, video, link, status), the number of engagement indicators (likes, comments, shares), and the recalculated engagement. The research made use of nonparametric statistics methods including the ANOVA and Kruskal-Wallis H test of difference. The resulting specific differences were analyzed using the Dunn test. Findings - Using the Kruskal-Wallis H and Dunn test methods we found that specific types of content dominate over the others. We found statistically significant differences in all comparisons of likes, shares, and comments. In all cases, these were in favor of video content type. The results point to several possibilities of future research in this field and specify possible theoretical and managerial implications. Novelty - Social media hide immense potential for businesses - consumers use social media every day where they are exposed to the content shared by companies. However, social media also presents huge challenges for businesses - an ever-changing space that is extremely noisy and crowded. Our paper addresses this issue on an academic level. The pace of change is very fast, and the current state of empirical knowledge is insufficient. Our paper seeks to fill in the gaps in knowledge and examine the content management on the social network Facebook for business purposes in more depth. Type of Paper - Empirical.

Suggested Citation

  • Ing. Ludov�t Nasti�in, 2021. "Brand Engagement in the Light of Post Content Type on the Facebook Platform in the Selected Industry," GATR Journals jmmr266, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr266
    DOI: https://doi.org/10.35609/jmmr.2021.6.1(4)
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/JMMR/pdf_files/JMMRVol6(1)2021/4.Ing.%20%C4%BDudov%C3%ADt%20Nasti%C5%A1in.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    File URL: https://libkey.io/https://doi.org/10.35609/jmmr.2021.6.1(4)?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

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

    References listed on IDEAS

    as
    1. Swani, Kunal & Milne, George R., 2017. "Evaluating Facebook brand content popularity for service versus goods offerings," Journal of Business Research, Elsevier, vol. 79(C), pages 123-133.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mary Beth McCabe & Richard Weaver, 2018. "Social Media Marketing Strategies For Educational Programs," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 12(2), pages 53-62.
    2. Tafesse, Wondwesen, 2021. "Communicating crowdfunding campaigns: How message strategy, vivid media use and product type influence campaign success," Journal of Business Research, Elsevier, vol. 127(C), pages 252-263.
    3. Ghouri, Arsalan Mujahid & Mani, Venkatesh & Haq, Mirza Amin ul & Kamble, Sachin S., 2022. "The micro foundations of social media use: Artificial intelligence integrated routine model," Journal of Business Research, Elsevier, vol. 144(C), pages 80-92.
    4. Melanie Schreiner & Thomas Fischer & Rene Riedl, 2021. "Impact of content characteristics and emotion on behavioral engagement in social media: literature review and research agenda," Electronic Commerce Research, Springer, vol. 21(2), pages 329-345, June.
    5. Haziri Fortesa & Chovancová Miloslava & Fetahu Faton, 2019. "Game mechanics and aesthetics differences for tangible and intangible goods provided via social media," Management & Marketing, Sciendo, vol. 14(2), pages 176-187, June.
    6. Schwenzow, Jasper & Hartmann, Jochen & Schikowsky, Amos & Heitmann, Mark, 2021. "Understanding videos at scale: How to extract insights for business research," Journal of Business Research, Elsevier, vol. 123(C), pages 367-379.
    7. Philp, Matthew & Jacobson, Jenna & Pancer, Ethan, 2022. "Predicting social media engagement with computer vision: An examination of food marketing on Instagram," Journal of Business Research, Elsevier, vol. 149(C), pages 736-747.
    8. Dariusz Zdonek & Karol Król, 2021. "The Impact of Sex and Personality Traits on Social Media Use during the COVID-19 Pandemic in Poland," Sustainability, MDPI, vol. 13(9), pages 1-27, April.
    9. Syrdal, Holly A. & Myers, Susan & Sen, Sandipan & Woodroof, Parker J. & McDowell, William C., 2023. "Influencer marketing and the growth of affiliates: The effects of language features on engagement behavior," Journal of Business Research, Elsevier, vol. 163(C).
    10. Kunal Swani & Lauren I. Labrecque, 2020. "Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices," Marketing Letters, Springer, vol. 31(2), pages 279-298, September.
    11. Michał Bańka & Jakub Daniłowski & Mirosław Czerliński & Jakub Murawski & Renata Żochowska & Aleksander Sobota, 2022. "A Feedback Analysis Automation Using Business Intelligence Technology in Companies Organizing Urban Public Transport," Sustainability, MDPI, vol. 14(18), pages 1-26, September.
    12. Azer, Jaylan & Ranaweera, Chatura, 2022. "Former customers’ E-WOM in social media platforms: An investigation of motives, network size and social ties," Journal of Business Research, Elsevier, vol. 146(C), pages 118-133.
    13. Ming Wang & Jaewon Choi, 2022. "How Web Content Types Improve Consumer Engagement through Scarcity and Interactivity of Mobile Commerce?," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
    14. Haziri Fortesa & Chovancová Miloslava & Fetahu Faton, 2019. "Game mechanics and aesthetics differences for tangible and intangible goods provided via social media," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 772-783, May.
    15. Federico Mangiò & Giuseppe Pedeliento & Daniela Andreini & Lia Zarantonello, 2024. "How persuasive is woke brand communication on social media? Evidence from a consumer engagement analysis on Facebook," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 345-381, July.
    16. Snehasish Banerjee & Alton Y. K. Chua, 2019. "Identifying the antecedents of posts’ popularity on Facebook Fan Pages," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 621-633, November.
    17. Xiongkai Tan & Sha Zhang & Hong Zhao, 2023. "Does the impact of corporate brand name changes differ between online and offline channels? The case of McDonald’s China," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 479-489, November.
    18. Swani, Kunal & Milne, George R. & Miller, Elizabeth G., 2021. "Social media services branding: The use of corporate brand names," Journal of Business Research, Elsevier, vol. 125(C), pages 785-797.
    19. Kaushik, Kapil & Mishra, Abhishek & Cyr, Dianne, 2023. "‘Riding out the pandemic’: The role of brand message appeals on social media in shaping consumer responses," Journal of Business Research, Elsevier, vol. 155(PA).
    20. Liguo Lou & Yongbing Jiao & Joon Koh, 2021. "Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective," Sustainability, MDPI, vol. 13(11), pages 1-17, May.

    More about this item

    Keywords

    Engagement; Content type; Facebook; Airlines; Analysis.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:gtr:gatrjs:jmmr266. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    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.