Influence of Facebook brand-page posts on online engagement

Pin Luarn, Yu Fan Lin, Yu Ping Chiu*

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

174 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
頁(從 - 到)505-519
頁數15
期刊Online Information Review
39
發行號4
DOIs
出版狀態已發佈 - 2015 8月 10
對外發佈

ASJC Scopus subject areas

  • 資訊系統
  • 電腦科學應用
  • 圖書館與資訊科學

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