Abstract
Facebook fan page of brands acts as a potential brand promotion platform, and it is critical for marketers to understand the subtleties of the users’ interaction. The study examines the effect of marketer generated content—content type and media type—and the associated user sentiments on user interaction using sentiment mining technique and multi-level modelling. For this study, approximately 3000 marketer content and 26 million user impressions taken from the Facebook brand pages of the top 25 mobile phone brands of India were analyzed. The analysis reveals that the comments expressing user sentiments positively and recursively influence the likes and shares related to the marketers’ content. Entertainment, remuneration, and information based content garnered maximum likes, comments, and shares, respectively. The influence of media type on user interaction had a varied effect. The findings will facilitate the marketers of mobile phones in formulating an effective Facebook content strategy.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
