Influence of Facebook brand-page posts on online engagement

Pin Luarn, Yu Fan Lin, Yu Ping Chiu*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

156 Citations (Scopus)

Abstract

Purpose - The purpose of this paper is to examine how various characteristics of brand posts influence online engagement on Facebook brand pages. Design/methodology/approach - The data used for this study were obtained from the posts of ten popular official brand pages. For the selected period between March 1 and May 1, 2014, a total of 1,030 posts were obtained and manually processed on September 1, 2014. To assign post categories to the posts created by page administrators, the authors performed manual coding, following the coding development strategy. Findings - The results demonstrated that the media and content type of posts exert a significant effect on user online engagement. This study used liking, commenting and sharing behavior as a measure of users' online engagement to specify the new phenomena. Originality/value - The findings are relevant for the theory of information dissemination and provide valuable and directly applicable implications for the social media marketing of companies.

Original languageEnglish
Pages (from-to)505-519
Number of pages15
JournalOnline Information Review
Volume39
Issue number4
DOIs
Publication statusPublished - 2015 Aug 10
Externally publishedYes

Keywords

  • Brand post
  • Content type
  • Facebook
  • Media type
  • Online engagement

ASJC Scopus subject areas

  • Information Systems
  • Computer Science Applications
  • Library and Information Sciences

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