Facebook popularity factors

2014

Social media is achieving an increasing importance as a channel for gathering information about products and services. Brands are developing its presence in social networking sites to meet brand awareness, engagement and word of mouth. In this context, the analysis of the factors that are conditioning consumer interaction with branded content becomes a matter of interest. This paper aims to shed light on those factors that are expected to impact on Facebook branded post popularity. A conceptual model is developed to reflect the influence of the content's richness and time frame on the number of comments and likes. An empirical analysis using multiple linear regressions is conducted based on 164 Facebook posts gathered from the fan pages of 5 Spanish travel agencies. Results suggest that the richness of the content (inclusions of images and videos) raises the impact of the post in terms of likes. On the other hand, using images and a proper publication time are significantly influencing the number of comments, whereas the use of links may decrease this metric. This study empirically contributes to the existing literature on the management of marketing strategies for consumer engagement in social networking sites.

Postmodern Openings, 2017

Facebook is becoming a popular tool for public relations and advertising professionals to reach mass audiences. Facebook fan pages allow brands to create an online community of brand users on the social networking site. By pressing Facebook's "like" button, a Facebook user can become a fan of the page and can interact with the brand and other consumers. This research aimed to examine whether liking and interacting with a Facebook fan page has an effect on brand loyalty and purchase intentions, and if Facebook fan pages create an online brand community. Brands use this network to improve their overall image, promote themselves much easier, much faster, access to information being very easy, in a very short time and wherever it is in the world.This article highlights the reason why users access the Facebook page of a brand. An analysis of 104 online survey responses indicates that interaction with fan pages is not a strong indicator of consumer brand loyalty or purchase intentions, suggesting that brand communities are not formed on the basis of liking a page. The study may be a useful orientation for managerial involvement in marketing practice. With over 900 million users, Facebook is currently the largest social networking site. Facebook allows users to connect and interact with others, express themselves, and maintain social relationships.

Social media outlets constitute excellent vehicles for fostering relationships with customers. One specific way to do this is to create brand fan pages on social networking sites. Companies can place brand posts (containing videos, messages, quizzes, information, and other material) on these brand fan pages. Customers can become fans of these brand fan pages, and subsequently indicate that they like the brand post or comment on it. This liking and commenting on brand posts reflects brand post popularity. In this article, we determine possible drivers for brand post popularity. We analyze 355 brand posts from 11 international brands spread across six product categories.

Journal of Advances in Information Technology, 2016

The charisma of social network has stuffed as a growing online platform globally to make an interaction between individuals and organizations. This study considers the impact of the variables-Customer Involvement and information availability on customer brand outlook and brand representation. The empirical work was conducted through an electronic survey of young adults who are active users of Facebook fan pages. The results revealed that Customer Involvement had a positive effect on customer brand outlook, whilst information availability did not. As expected, customer brand outlook was strongly linked to brand representation in this context. This suggests that marketers would be well advised to engage with customers on fan pages in routinely responding to their comments and allowing them to upload suitable content. If consumers feel that they have 'ownership' of these pages, promotion of this sort is far more likely to be an effective means of building the brand. 

Journal of Indonesian Economy and Business, 2019

Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and...

Electronic Commerce Research and Applications, 2019

There is scarce empirical research devoted to understanding if and how the social media efforts of brands have economically significant effects that reach beyond the online environment. Based on 2,211 brand posts from 36 international brands, published on their corporate Facebook fan pages, this study analyses the influence of marketers' and users' content on brand equity. Content on Facebook is examined on three separate dimensions: content quality, content valence, and content volume. This study extends previous literature by: (1) accounting not only for brand posts but also for user content; (2) jointly considering quality, valence, and volume dimensions to assess Facebook content; and (3) analysing the effects of such content beyond the online environment on brand equity. The findings confirm that all dimensions of Facebook content considered here have significant effects on brand equity. Important research and managerial implications are derived for improving content on social networking sites.

2018

Journal of Global Scholars of Marketing Science, 2019

This study examined the relationship between the number of overall ‘likes’ and friends' ‘likes’ on Facebook brand pages in influencing consumers' brand attitude, brand trust, brand involvement, and purchase intention, drawing upon theoretical concepts including diffusion of innovations, social capital theory, strength of weak ties, sociometric versus perceptual popularity, and prior research in online impression formation. Results of a 2 × 2 experiment revealed significant main effects of number of overall ‘likes’ and friends' ‘likes’ on key dependent measures. A significant interaction effect was also found between overall ‘likes’ and friends' ‘likes’. Additionally, intensity of Facebook use also mediated the relationships between number of overall ‘likes’ and friends' ‘likes’ with brand attitude, brand trust, and purchase intention.

Journal of Brand Management, 2019

Informed by the related theories of agenda-setting and framing, the purpose of this paper is to identify the antecedents of posts' popularity on Facebook Fan Pages. Posts' popularity is conceptualized as the volumes of Likes, Comments and Shares attracted by the entries. Building on prior studies, the paper proposes a conceptual framework that identifies four categories of antecedents-presentation, brand awareness, engagement and temporal-that could be related to posts' popularity on Facebook Fan Pages. The framework was validated by drawing 10,000 posts from 50 Facebook Fan Pages. The posts were measured in terms of the dimensions of the four categories. Hierarchical regression was used for analysis with volumes of Likes, Comments and Shares as the three separate dependent variables. Several dimensions from all the categories of antecedents were found to have a significant bearing on Likes, Comments and Shares. In particular, the presentation category emerged as being the most important in promoting posts' popularity. The findings have implications for social media brand managers.