Title:
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Factors influencing popularity of branded content in Facebook fan pages
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Author:
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Sabaté i Garriga, Ferran; Berbegal Mirabent, Jasmina; Cañabate Carmona, Antonio; Lebherzd, Philipp R.
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Other authors:
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Universitat Politècnica de Catalunya. Departament d'Organització d'Empreses; Universitat Politècnica de Catalunya. GREDIC - Grup de Recerca Economia de la Innovació i del Coneixement |
Abstract:
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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. |
Subject(s):
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-Àrees temàtiques de la UPC::Economia i organització d'empreses -Facebook (Firm) -Internet marketing -Social media -Online social networks -brands communications -consumer engagement -content marketing -facebook brand page -online marketing -social media -social media optimization -social networking sites -Facebook -Màrqueting per Internet -Mitjans de comunicació social -Xarxes socials en línia |
Rights:
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Attribution-NonCommercial-NoDerivs 3.0 Spain
http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Document type:
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Article - Published version Article |
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