Quantitative study of selected Facebook marketing communication engagement factors in the optics of different post types

Ľudovit Nastišin,Richard Fedorko,Radovan Bačik,Vladimir Vavřečka,Martin Rigelsky

doi:10.21511/im.15(3).2019.02

Ľudovit Nastišin, Richard Fedorko + Show 3 more

Open Access

https://doi.org/10.21511/im.15(3).2019.02

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Journal: Innovative Marketing	Publication Date: Jul 31, 2019
Citations: 3	License type: CC BY 3.0

Affiliation: University of Prešov

Abstract

The objective of the research was to identify statistically significant differences in selected engagement indicators on Facebook – likes and shares in relation to the different types of content that brands on this platform add to. The analysis was performed on a sample of three global companies from the top 25 most valuable brands in the world and their posts. Using quantitative statistical methods – MANOVA (Multivariate analysis of variance) and Gammes-Howell post hoc test, a total of 1,280 brand posts were analyzed in order to differentiate the liking and sharing of content types. Data collection was carried out in the first half of 2018. The findings pointed to two statistically significant differences that were also interpreted in the discussion of the research. The findings have shown that in case of liking, in two cases out of three, there is a statistically significant difference in terms of the type of content added, when photos came out as those with the greatest potential to get like from Facebook users and fans. At the same time, the same finding appeared in the case of sharing, which is an even stronger form of engagement. Likewise, photos were shown to be the most promising in terms of potential content sharing by Facebook users and fans. The study provided some clues as to where this research should go further and explore the relationship more deeply in view of the more extensive quantitative research, and also the potential qualitative approach. The future research directions include analyzing companies of different types and sizes and also taking into account the contribution from other social networks with the same or similar engagement indicators.

Highlights

IntroductionIn spite of recent privacy issues, Facebook is still a fearless leader in this market
The impact of social media on a global scale is growing
This interaction can be managed by the brand to some extent, but the key is that the steps are based on data and metrics, not on impressions (Gavurova et al, 2016). This data approach was applied by Fatehkia, Kashyap, and Weber (2018) to analyze Facebook data in relation to gender differences in the perception of ads on this platform, and that’s where the Facebook platform is perfectly set up because the brand has access to it. To better address this issue, this study focuses on the liking and sharing factors in the context of the basic content types added to this network – photo, video and text (Maisam & Mahsa, 2016; Amegbe, 2006)

Summary

Introduction

In spite of recent privacy issues, Facebook is still a fearless leader in this market. Worldwide, it is more than 2.38 billion monthly active users (MAU), an 8% year-on-year increase (Noyes, 2019). One of the key factors that point to the effectiveness of Facebook branding activities is the engagement rate. Mariani et al (2018), Grace Ji et al (2017), Stefko et al (2014) or Srivastava et al (2018) are working with these interactions in their research.

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