Taking a global view on brand post popularity: Six social media brand post practices for global markets

Lin, Hsin‐Chen; Swarna, Hepsi; Bruning, Patrick F.

doi:10.1016/j.bushor.2017.05.006

Cited by 67 publications

(66 citation statements)

References 19 publications

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“…The brand's name has a significant effect on its consumers' perceptions, alternative selections, and behavior after purchase (Hanifawati, Suryantini & Mulyo, 2017). A brand's posting popularity relates to its actual consumer sales, purchase intentions, and stock price (Lin, Swarna, & Bruning, 2017). Other research found that brand popularity effects the purchase decision (Magnini, et al, 2013;Saboo, et al, 2016;Lin et al 2017;Kim, 2018;Kudeshia & Kumar, 2017).…”

Section: Why Does a Company Popularize Its Brand?mentioning

confidence: 99%

“…A brand's posting popularity relates to its actual consumer sales, purchase intentions, and stock price (Lin, Swarna, & Bruning, 2017). Other research found that brand popularity effects the purchase decision (Magnini, et al, 2013;Saboo, et al, 2016;Lin et al 2017;Kim, 2018;Kudeshia & Kumar, 2017). So, likes, shares, and comments can be useful proxies for a brand's posting popularity on social media (Sabate et al, 2014;Lin et al, 2017).…”

Section: Why Does a Company Popularize Its Brand?mentioning

confidence: 99%

“…Other research found that brand popularity effects the purchase decision (Magnini, et al, 2013;Saboo, et al, 2016;Lin et al 2017;Kim, 2018;Kudeshia & Kumar, 2017). So, likes, shares, and comments can be useful proxies for a brand's posting popularity on social media (Sabate et al, 2014;Lin et al, 2017). Zadeh & Sharda (2014) suggested that the popularity of brands is a probability function of time and the number of followers.…”

Section: Why Does a Company Popularize Its Brand?mentioning

confidence: 99%

“…He explained that a post's vividness (pictures, events, and videos) showed a significant effect on likes and shares but an adverse effect on comments. Some suggested that links in posts may decrease the number of comments (Sabate et al, 2014) but others tend to suggest that the fans of brand pages prefer interactivity, as long as it is not overly timeconsuming (Lin et al, 2017). The use of corporate brand names, product brand names, an information search, links, and direct calls to purchase by a post reduce the number of likes and comments ).…”

Section: The Content Time Brand Communication and Brand Popularitymentioning

confidence: 99%

“…Thus, the degree of interactivity of a post is another critical characteristic of a brand's compelling posts. A post's interactivity can be improved through the use of question and answer dialogues, promotions, and contests, links to other websites, votes, or other characteristics that require some form of consumer action (Lin et al, 2017). Research suggests that brand interaction is related to a brand's ability to attract likes and comments or other forms of engagement (Sabate et al, 2014;Schultz, 2017;Kaur et al, 2019).…”

Section: The Content Time Brand Communication and Brand Popularitymentioning

confidence: 99%

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Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Hanifawati

Ritonga

Puspitasari

2019

J. Indones.Econ.Bus.

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Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.

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Section: Why Does a Company Popularize Its Brand?mentioning

confidence: 99%

Section: Why Does a Company Popularize Its Brand?mentioning

confidence: 99%

Section: Why Does a Company Popularize Its Brand?mentioning

confidence: 99%

Section: The Content Time Brand Communication and Brand Popularitymentioning

confidence: 99%

Section: The Content Time Brand Communication and Brand Popularitymentioning

confidence: 99%

See 3 more Smart Citations

Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Hanifawati

Ritonga

Puspitasari

2019

J. Indones.Econ.Bus.

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Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus

Larimo

Leonidou

2022

Psychology and Marketing

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The widespread use of social media as a marketing tool during the last decade has been responsible for attracting a significant volume of academic research, which, however, can be described as highly fragmented to yield clear directions and insights. We systematically synthesize and critically evaluate extant knowledge of social media marketing extracted from 418 articles published during the period 2009-2021. In doing so, we use an organizing framework focusing on five key areas of social media marketing research, namely, social media as a promotion and selling outlet, social media as a communication and branding channel, social media as a monitoring and intelligence source, social media as a customer relationship management and value cocreation platform, and social media as a general marketing and strategic tool. Within each of these areas, we provide important theoretical, methodological, and thematic insights, as well as future research directions. We also offer useful managerial implications derived from the articles reviewed.

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The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

et al. 2019

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Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the theory of the marketing firm (TMF). We investigated consumer‐firm bilateral contingencies through three studies. The first study captures up to 60% of the variance in consumer responses given on Icelandair's Facebook page. The second study shows how customers engage with Icelandair's social media platforms. The third study illustrates the firm's social media strategy from a managerial perspective.

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Taking a global view on brand post popularity: Six social media brand post practices for global markets

Cited by 67 publications

References 19 publications

Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Managing Brands’ Popularity on Facebook: Post Time, Content, and Brand Communication Strategies

Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus

The relationship between the firm's social media strategy and the consumers' engagement behavior in aviation

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