“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site

• Autor(a) principal: Almeida, Marcos Inácio Severo de
• Data de Publicação: 2016
• Outros Autores: Costa, Milena, Coelho, Ricardo Limongi França, Scalco, Paulo Roberto
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
• Texto Completo: https://rbgn.fecap.br/RBGN/article/view/2620
• topic: Social media marketing; social media metrics; social networking sites; viral communications; viral marketing.; Administration (650); Comunicação viral; marketing nas redes sociais; marketing viral; métricas nas redes sociais; redes sociais virtuais.

Purpose – The purpose of this paper is to analyze the impact of differenttypes of content of viral marketing in a popular social networking site.Our research is founded on recent studies which categorize posts onFacebook.Design/methodology/approach – Data for 2583 posts in eightprofiles of Brazilian beer brands were coded and analyzed. We useda regression model and Analysis of Variance to establish relationshipsamong independent variables and a dependent variable.Findings – Two hypotheses were supported. There was a positiverelationship between posts of the categories Fan and Promotion andPublicity and viral marketing. Posts of the categories Information andPool did not have any significant effects, and confirmed previous studieswhich analyzed likes and comments as dependent variables.Originality/value – Previous studies using the platform did notcategorize posts created by brand fans/followers. Our typology is aquantitative improvement in relation to studies with similar objectives.Hence, marketers involved with brand management on Facebookshould publish posts which promote the brand and reproduce contentgenerated by people engaged with it if they seek to increase theviralization capacity of such posts.