The Effect of Post Type, Category and Posting Day on User Interaction Level on Facebook
ISBN
978-1-4577-1931-8
Type
conference paper
Date Issued
2011-10-09
Author(s)
Pletikosa Cvijikj, Irena
;
Dubach Spiegler, Erica
;
Michahelles, Florian
Abstract
Social networks are becoming an additional marketing channel that could be integrated with the traditional ones as a part of the marketing mix. However, traditional advertising techniques are not applicable for the social media platforms, resulting in companies experimenting with many different
approaches, thus shaping a successful social media strategies based on their own experiences. To gain a more general understanding, our study analyses the effects of moderator post characteristics, such as post type, category and posting day, on the user interaction in terms of number of comments and likes, as well as interaction duration. We present the results obtained from 14 Facebook brand pages. Our results show that there is a significant effect of the post type and category on number of likes and comments as well as on interaction duration. Based on these results, we could show clear evidence of moderator posts increasing fan activity. We discuss the implications of our findings for social media marketing.
approaches, thus shaping a successful social media strategies based on their own experiences. To gain a more general understanding, our study analyses the effects of moderator post characteristics, such as post type, category and posting day, on the user interaction in terms of number of comments and likes, as well as interaction duration. We present the results obtained from 14 Facebook brand pages. Our results show that there is a significant effect of the post type and category on number of likes and comments as well as on interaction duration. Based on these results, we could show clear evidence of moderator posts increasing fan activity. We discuss the implications of our findings for social media marketing.
Funding(s)
Language
English
Keywords
social media marketing
social networks
Facebook
HSG Classification
contribution to practical use / society
HSG Profile Area
SoM - Business Innovation
Refereed
No
Publisher
SocialCom 2011
Publisher place
Boston
Start page
4
Event Title
3rd International Conference on Social Computing (SocialCom 2011)
Event Location
Boston, USA
Subject(s)
Eprints ID
206409
File(s)![Thumbnail Image]()
open.access
Name
The Effect of Post Type, Category and Posting Day.pdf
Size
179.45 KB
Format
Adobe PDF
Checksum (MD5)
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