Examining brand post characteristics that drive Facebook consumer engagement

• Autor(a) principal: Antunes, Ana Cristina
• Data de Publicação: 2019
• Outros Autores: Miranda, Sandra, Machado, Ana Teresa
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.21/12582
• topic: Branding; Online consumer engagement; Social networking sites; Relationship marketing

The development and increased use of social media by the consumers has brought new challenges for brands and marketeers. Relying on the relational paradigm and being aware of social media enormous potential to reach, to foster relationships and engage and to create bonds between brand and consumer, marketeers are increasingly using and considering them in their marketing strategy. In this context, social networking sites and, in particular, Facebook, are achieving an increasing relevance for marketeers to communicate and engage their target. Building on the Uses & Gratifications (U&G) theory and online consumer engagement research, our study analyzes the influence of marketing strategies related to Facebook post characteristics, such as post media and content type on fans response in terms of liking, sharing, and commenting brand posts, considered as online consumer engagement activities. For this purpose, the authors have collected and coded approximately 2800 posts sourced from the Facebook brand pages of four top selling fashion brands (Cubanas, Paez, Havaianas and Fly London), considering the period between 1st March 2015 until 31th December 2017. This research identifies differences across different consumer engagement activities. As such, informational, interactive and remunerational posts seem to have a positive effect on the several online consumer engagement activities examined, while vividness and entertainment yield mixed results. These findings and their implications are discussed in the context of branding and relationship marketing.