“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: | |
---|---|
Data de Publicação: | 2016 |
Outros Autores: | , , |
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 |
Resumo: | 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. |
id |
FECAP-3_a78d3c354df9a1cbe9c735676cdc74a9 |
---|---|
oai_identifier_str |
oai:ojs.emnuvens.com.br:article/2620 |
network_acronym_str |
FECAP-3 |
network_name_str |
Revista Brasileira de Gestão de Negócios (Online) |
repository_id_str |
|
spelling |
“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“Involúcreme, atráigame, y lo compartiré”: un análisis del impacto de la categoría de las publicaciones en el marketing viral sobre la página web de una red social“Engaja-me e atraia-me, então eu compartilharei”: uma análise do impacto da categoria da postagem no marketing viral em uma rede socialSocial media marketingsocial media metricssocial networking sitesviral communicationsviral marketing.Administration (650)Comunicação viralmarketing nas redes sociaismarketing viralmétricas nas redes sociaisredes 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.Objetivo – O objetivo deste artigo é analisar o impacto de diferentestipos de conteúdo no marketing viral, em uma rede social virtual bastantepopular. A pesquisa é fundamentada em estudos recentes quecategorizam postagens no Facebook.Metodologia – Dados de 2583 postagens em oito perfis de marcasbrasileiras de cerveja foram codificados e analisados por meio de análisede regressão e análise de variância.Resultados – Duas hipóteses foram suportadas. Encontrou-se um relacionamentopositivo entre postagens das categorias Fã e Promocionale o marketing viral. Postagens das categorias Informacional e Enquetenão produziram efeitos significativos, confirmando estudos anterioresque analisaram curtidas e comentários como variáveis dependentes.Contribuições – Estudos anteriores não categorizaram postagensproduzidas por fãs/seguidores de marca. A tipologia desenvolvidarepresenta avanço quantitativo em relação a outros estudos com objetivossemelhantes. Desse modo, gestores de marketing responsáveispela gestão de marcas no Facebook devem publicar postagens quepromovam a marca e reproduzir conteúdo produzido por indivíduosengajados, caso o objetivo seja aumentar a viralização dessas postagens.FECAP2016-10-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/262010.7819/rbgn.v18i62.2620Review of Business Management; Vol. 18 No. 62 (2016); 545-569RBGN Revista Brasileira de Gestão de Negócios; Vol. 18 Núm. 62 (2016); 545-569RBGN - Revista Brasileira de Gestão de Negócios; v. 18 n. 62 (2016); 545-5691983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengporhttps://rbgn.fecap.br/RBGN/article/view/2620/pdfhttps://rbgn.fecap.br/RBGN/article/view/2620/pdf_1Copyright (c) 2016 Review of Business Managementinfo:eu-repo/semantics/openAccessAlmeida, Marcos Inácio Severo deCosta, MilenaCoelho, Ricardo Limongi FrançaScalco, Paulo Roberto2021-07-21T16:24:47Zoai:ojs.emnuvens.com.br:article/2620Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:24:47Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
“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 “Involúcreme, atráigame, y lo compartiré”: un análisis del impacto de la categoría de las publicaciones en el marketing viral sobre la página web de una red social “Engaja-me e atraia-me, então eu compartilharei”: uma análise do impacto da categoria da postagem no marketing viral em uma rede social |
title |
“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 |
spellingShingle |
“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 Almeida, Marcos Inácio Severo de 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. |
title_short |
“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 |
title_full |
“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 |
title_fullStr |
“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 |
title_full_unstemmed |
“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 |
title_sort |
“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 |
author |
Almeida, Marcos Inácio Severo de |
author_facet |
Almeida, Marcos Inácio Severo de Costa, Milena Coelho, Ricardo Limongi França Scalco, Paulo Roberto |
author_role |
author |
author2 |
Costa, Milena Coelho, Ricardo Limongi França Scalco, Paulo Roberto |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Almeida, Marcos Inácio Severo de Costa, Milena Coelho, Ricardo Limongi França Scalco, Paulo Roberto |
dc.subject.por.fl_str_mv |
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. |
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. |
description |
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. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-10-18 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/2620 10.7819/rbgn.v18i62.2620 |
url |
https://rbgn.fecap.br/RBGN/article/view/2620 |
identifier_str_mv |
10.7819/rbgn.v18i62.2620 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/2620/pdf https://rbgn.fecap.br/RBGN/article/view/2620/pdf_1 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Review of Business Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Review of Business Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 18 No. 62 (2016); 545-569 RBGN Revista Brasileira de Gestão de Negócios; Vol. 18 Núm. 62 (2016); 545-569 RBGN - Revista Brasileira de Gestão de Negócios; v. 18 n. 62 (2016); 545-569 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
instname_str |
Fundação Escola de Comércio Álvares Penteado (FECAP) |
instacron_str |
FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
_version_ |
1798942368974503936 |