Abstract
Social media is an effective media to increase brand popularity. Previous studies found that the brand has significant effects on the consumers purchasing decision. Indicator of brand popularity on social media includes the number of followers, likes, shares, comments, and views of the video. The objective of this study is to analyze the effects of post time, post content, and brand interaction on brand post popularity of Facebook fan page. Data collected through observation of six (6) international top brands on the Facebook fan page. Data were analyzed using logit regression method. The results show that post time, post content, and brand interaction have significant effects on brand popularity. The managerial implication, it is crucial to highlight that Facebook is a useful platform on brand popularity building. Our discussion section shows some suggested in managing the brand based on our results.
Highlights
Abstrak Sosial media merupakan media yang sangat efektif untuk meningkatkan popularitas merek
Indicator of brand popularity on social media includes the number of followers, likes, shares, comments, and views of the video
The objective of this study is to analyze the effects of post time, post content, and brand interaction on brand post popularity of Facebook fan page
Summary
Popularitas merek merupakan fungsi dari jumlah follower dan waktu (Zadeh & Sharda, 2014). Sedangkan penelitian lain menemukan bahwa popularitas merek berhubungan signifikan dengan jumlah follower, jumlah karakter pesan teks, gambar, video, dan jam posting (Sabate, dkk., 2014); jenis konten, timing, dan interaktifitas merek dalam bentuk link, hastag, kontes, maupun voting (Schultz, 2017). Dengan demikian diduga kuat bahwa konten post berupa gambar, video, dan caption berpengaruh signifikan terhadap popularitas brand di sosial media. Penelitian ini memiliki dua tujuan, yakni 1) mengetahui pengaruh konten (video, gambar, caption), waktu post (hari, jam), dan interaksi merek terhadap popularitas merek di sosial media. 2) mengetahui konten, waktu post, dan bentuk interaksi merek yang paling efektif untuk meningkatkan popularitas merek di sosial media. Kedua uji perbedaan ini dilakukan untuk menentukan konten, waktu post, dan interaksi merek yang paling efektif untuk meningkatkan popularitas merek
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