Social media engagement optimized : a deep analysis of Facebook posts by beer brands
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/19971 |
Resumo: | Social Networking Sites, like Facebook, are excellent platforms to leverage consumer-brand relationships. Brands can connect with people by creating a fan page and publishing content that captures their attention. Fans respond by liking, commenting and sharing it. In 2014, 200.243 million liters of beer were sold. Given the global popularity of beer and given that its potential customers, generation Y, are heavy users of Facebook, it is crucial for practitioners to understand how to engage Facebook users. This study investigates what type of post optimizes online engagement in beer brands Facebook fan page. Which beer brand has higher levels of engagement? Is it for its post’s content? Is it for its architecture? Is it for the communication style? Or is it because they talk to a national audience instead of talking to the world? To answer these questions, we measured engagement by counting the number of Likes, Comments and Shares that six global beer brands received in each post of their Facebook fan page, from 01.07.2014 to 31.12.2014. Based on these scores, we used SPSS’ exploratory factor analysis to generate the variable Engagement. We, then, analyzed the respective 988 Facebook posts in terms of their Content, Architecture and Communication goals. Finally, an empirical analysis using linear regression was conducted on the posts. This model empirically contributes to the existing literature on social media marketing, but more importantly, it helps beer community managers in the hope to conquer the so called “generation.com”. |
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Social media engagement optimized : a deep analysis of Facebook posts by beer brandsDomínio/Área Científica::Ciências Sociais::Economia e GestãoSocial Networking Sites, like Facebook, are excellent platforms to leverage consumer-brand relationships. Brands can connect with people by creating a fan page and publishing content that captures their attention. Fans respond by liking, commenting and sharing it. In 2014, 200.243 million liters of beer were sold. Given the global popularity of beer and given that its potential customers, generation Y, are heavy users of Facebook, it is crucial for practitioners to understand how to engage Facebook users. This study investigates what type of post optimizes online engagement in beer brands Facebook fan page. Which beer brand has higher levels of engagement? Is it for its post’s content? Is it for its architecture? Is it for the communication style? Or is it because they talk to a national audience instead of talking to the world? To answer these questions, we measured engagement by counting the number of Likes, Comments and Shares that six global beer brands received in each post of their Facebook fan page, from 01.07.2014 to 31.12.2014. Based on these scores, we used SPSS’ exploratory factor analysis to generate the variable Engagement. We, then, analyzed the respective 988 Facebook posts in terms of their Content, Architecture and Communication goals. Finally, an empirical analysis using linear regression was conducted on the posts. This model empirically contributes to the existing literature on social media marketing, but more importantly, it helps beer community managers in the hope to conquer the so called “generation.com”.As redes sociais, como o Facebook, são excelentes plataformas para alavancar a relação marca-consumidor. As marcas têm a oportunidade de interagir com os consumidores ao criar páginas de fãs. Estes podem gostar, comentar e partilhar os conteúdos publicados. Em 2014, 200,243 milhões de litros de cerveja foram vendidos. Dada a popularidade mundial da cerveja, e dado que os seus potenciais clientes, a Geração Y, são utilizadores frequentes do Facebook, é fundamental, perceber o que motiva os fãs a interagir com as páginas de marcas de cerveja. Este estudo investiga que tipo de publicações otimiza o envolvimento dos utilizadores de Facebook com páginas de marcas de cerveja. Que marca consegue mais envolvimento? Será devido ao conteúdo das publicações? Ou será pela forma que estas tomam? Será que o estilo de comunicação influencia a popularidade das publicações? Ou deve-se ao facto de falarem para uma audiência nacional em vez de falarem para o mundo? Para responder a estas perguntas, o envolvimento dos fãs foi medido em função do número de gostos, comentários e partilhas que as publicações, de seis marcas de cerveja, receberam entre 2014/01/07 e 2014/12/31. Com base nestes dados, utilizamos a análise fatorial do programa SPSS, com o intuito de gerar a variável “engagement”. Ainda, analisámos as 988 publicações em termos de Conteúdo, Forma e Objetivos de comunicação graças à utilização de uma regressão linear. Este modelo contribui empiricamente para a pesquisa em marketing digital e visa ajudar os “community managers” de marcas de cerveja a conquistar a chamada "generation.com".Nepomuceno, MarceloVeritati - Repositório Institucional da Universidade Católica PortuguesaTeixeira, Tiara Margarida Crasto Correia de Freitas2016-04-26T09:07:13Z2015-10-2720152015-10-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/19971TID:201172178enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:25:42Zoai:repositorio.ucp.pt:10400.14/19971Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:16:29.976545Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Social media engagement optimized : a deep analysis of Facebook posts by beer brands |
title |
Social media engagement optimized : a deep analysis of Facebook posts by beer brands |
spellingShingle |
Social media engagement optimized : a deep analysis of Facebook posts by beer brands Teixeira, Tiara Margarida Crasto Correia de Freitas Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Social media engagement optimized : a deep analysis of Facebook posts by beer brands |
title_full |
Social media engagement optimized : a deep analysis of Facebook posts by beer brands |
title_fullStr |
Social media engagement optimized : a deep analysis of Facebook posts by beer brands |
title_full_unstemmed |
Social media engagement optimized : a deep analysis of Facebook posts by beer brands |
title_sort |
Social media engagement optimized : a deep analysis of Facebook posts by beer brands |
author |
Teixeira, Tiara Margarida Crasto Correia de Freitas |
author_facet |
Teixeira, Tiara Margarida Crasto Correia de Freitas |
author_role |
author |
dc.contributor.none.fl_str_mv |
Nepomuceno, Marcelo Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Teixeira, Tiara Margarida Crasto Correia de Freitas |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Social Networking Sites, like Facebook, are excellent platforms to leverage consumer-brand relationships. Brands can connect with people by creating a fan page and publishing content that captures their attention. Fans respond by liking, commenting and sharing it. In 2014, 200.243 million liters of beer were sold. Given the global popularity of beer and given that its potential customers, generation Y, are heavy users of Facebook, it is crucial for practitioners to understand how to engage Facebook users. This study investigates what type of post optimizes online engagement in beer brands Facebook fan page. Which beer brand has higher levels of engagement? Is it for its post’s content? Is it for its architecture? Is it for the communication style? Or is it because they talk to a national audience instead of talking to the world? To answer these questions, we measured engagement by counting the number of Likes, Comments and Shares that six global beer brands received in each post of their Facebook fan page, from 01.07.2014 to 31.12.2014. Based on these scores, we used SPSS’ exploratory factor analysis to generate the variable Engagement. We, then, analyzed the respective 988 Facebook posts in terms of their Content, Architecture and Communication goals. Finally, an empirical analysis using linear regression was conducted on the posts. This model empirically contributes to the existing literature on social media marketing, but more importantly, it helps beer community managers in the hope to conquer the so called “generation.com”. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-10-27 2015 2015-10-27T00:00:00Z 2016-04-26T09:07:13Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/19971 TID:201172178 |
url |
http://hdl.handle.net/10400.14/19971 |
identifier_str_mv |
TID:201172178 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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