Engagement and reactions of brand posts on brand fan pages in Facebook: an investigation of brand posts' characteristics Online publication date: Mon, 13-Sep-2021
by Ioannis Antoniadis; Costas Assimakopoulos; Symeon Paltsoglou
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 15, No. 4, 2021
Abstract: Social networking sites (SNSs) are considered to be an essential channel of marketing communication with consumers and stakeholders alike. In this paper, the factors that increase the engagement of brands' posts in SNSs are investigated, by examining the most popular 83 Greek brand pages on Facebook analysing a total number of 8,727 posts, using an OLS regression model. The novelty of this research lies in the inclusion of the recently at the time introduced reaction to Facebook. Our findings imply that richness of content (images, videos), message length and positive reactions increase the engagement and the popularity of posts. On the other hand, posting time does not seem to have a statistically significant impact on the engagement of a post. Our results expand the existing literature in understanding the ways consumers interact with brand posts on Facebook including reactions, and finally offer suggestions for further research.
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