Influence of Content on Consumer and Employee Brand Engagement in Facebook (Russian FMCG Retail Sector)

Abstract

Social networks provide companies with great opportunities to build relationships with consumers. Currently, almost every company has their own brand page in social networks and is trying to enhance consumer engagement. Company posts are shown to brand community members. Most researchers believe that the brand community consists only of consumers. However, based on the service-dominant logic of marketing, the brand enters into relations not only with consumers, but also with other stakeholders, including employees of the company, who can be members of the brand community in the social networks. In this research, we focus on FMCG retailers brand community. The algorithm of Facebook social network ensures the dependence of consumer engagement on employee brand engagement. Retail marketers need to use content to influence not only consumer engagement, but also employee brand engagement, expressed in likes, comments and shares. The author analyzes 460 Facebook posts made by 5 Russian FMCG retailers’ brands during a 6-month period. A theory-based typology of content characteristics was made and it covers of what brands say and how they say it. This research sheds light on how content influence consumer and employee brand engagement in social networks.