Fan Pages Research Articles

CONVAL: A Measurement Model for Assessing Consumer-Perceived Firm-Generated Content Value in Social Media

The rise of social media increased the necessity for firms to establish a presence on platforms like Facebook, Instagram, and Twitter. As a means to engage with consumers, firms create content for their fan pages (i.e., firm-generated content). In this context, publishing content that is perceived as valuable by consumers is crucial to achieve a firm’s advertising goals. However, marketers are insecure about what consumers perceive as valuable and how to measure it. Current literature lacks of an appropriate model that measures consumers’ perceived value of firm-generated content in social media and guides marketers in content creation. Based on a solid conceptualization, an extensive explorative study, and a large-scale study using 902 U.S. users of Facebook, Instagram, and Twitter, the author develops and validates CONVAL — a 4-dimensional second-order measurement model including 17 items to assess firm-generated content value in social media. The results indicate a reliable and valid instrument, which is applicable by researches and practitioners. In addition, the author calculates a multi-group model, revealing that marketers should particularly pay attention to emphasize informative content on Twitter, entertaining content on Instagram, and empathic content on Facebook.

Consumer engagement on social media: insights from a virtual brand community

PurposeBased on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s assumptions in the context of a Facebook fan page.Design/methodology/approachThe interactions between L’Oréal Paris Brazil and the members of its virtual community were collected for three months using a netnographic approach. The data of these interactions were evaluated using content analysis techniques.FindingsThe dimensions, processes and sub-processes of the conceptual model of consumer engagement, as proposed in the literature, were confirmed. Furthermore, the results reinforce the perspective that simple participation or involvement does not presume engagement, which reflects a complex psychological state dependent on the context and requiring previous and subsequent processes to manifest.Research limitations/implicationsThe findings were based on an examination of a high-end beauty product brand’s Facebook page. Nevertheless, these findings are not necessarily limited to high-end context consumers. Larger scale research (i.e. involving wider product categories) could endorse the underlying theoretical model of engagement.Practical implicationsThe study contributes to understanding the dynamics of how brands build relationships with consumers through social media and confirms the dynamics of the engagement concept and its role as a tool to increase brand value and competitive advantage.Originality/valueThis study contributes to the field by bridging the knowledge gap concerning consumer engagement in a social media context with practical and empirical evidence.

SYMBOLS: SOFTWARE FOR SOCIAL NETWORK ANALYSIS

The unique possibilities of the online social networks such as real-time data access, knowledge of users’ changing preferences and access to their statuses provide the possibility for innovation in the analysis of people’s behavior and opinions, when compared to classical offline methods. Literature review shows lack of studies about the use of public Facebook data in Serbia for the improvement of different product sale, political or promotional campaigns, recommender systems, etc. In this paper, we present the way how data from Facebook can be collected in order to gain insight into the individuals’ preferences and statuses, as well as their connection to a company's fan pages. In particular, we present data collection framework – Symbols – used for collecting individual specific data. The framework stores data into local database and involves a module for graph and content-based analysis of these data. The proposed framework for social network analysis can be used as a decision-making system in users’ preferences implementation thus creating a space for business improvements in various areas.

Facebook fan page management for global airlines

PurposeThis study aims to investigate the adoption and performance of Facebook fan pages (FFPs) among global airline companies in developed, least developed and developing countries.Design/methodology/approachDiffusion of innovations theory has been applied as the underlying theory in this study. By using content analysis, data were collected from the official FFPs of global airlines.FindingsResults show no significant difference in FFP adoption among global airline companies in developed, least developed and developing countries. However, there is a significant difference in performance and timing of adoption of FFP between the countries. Airlines from developed countries adopted FFP three years earlier than developing countries and performed better than airlines from developing and least developed countries.Research limitations/implicationsBecause FFP is studied with limited variables, future studies can expand to other social networking sites and explore more variables to get reliable results.Practical implicationsAcademically, this study adds to internet and technology implementation literature. Finding of poor performance on FFP implementation among airlines in developing and least developed countries could draw attention to increased engagement with fans and improve FFP performance in the future. To successfully use Facebook, airline companies should establish a two-way communication and respond to their fans.Originality/valueThis paper fulfils an identified need to study the difference in using FFPs among global airline companies in developed, least developed and developing countries.

Design of sweepstakes-based social media marketing for online customer engagement

Customer engagement has been considered to be one of the most important goals of social media marketing. Many companies have conducted social media marketing, particularly through Facebook, by managing their brand fan pages. Compared with other approaches in social media marketing, sweepstakes-based marketing has been successful in gaining customers’ attention and in fostering engagement with customers. However, understanding has been lacking regarding ways in which to design sweepstakes-based social media marketing. By applying expected utility theory, this study examines sweepstakes-based social media marketing strategies, particularly designs based on the combination of promotion characteristics, prize types and categories, and prize payment type, to enhance customer engagement with a brand in the context of Facebook brand fan pages. The study in general, as well as the testing results, provides guidance to social media marketers and explains ways in which to design sweepstakes in social media marketing for customer engagement. This study contributes to the literature by demonstrating the significance of sweepstakes design factors and the combinations for customer engagement.

Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty

ABSTRACTThe growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research aims to show the HEIs some new ways to increase brand loyalty through their BFP. Both qualitative techniques, 2 focus group sessions with students from public and private universities, and quantitative techniques, 200 interviews with young university students aged 18–23, were used to develop this research. Partial Least Squares (PLS) analysis was utilized to determine the relationship between variables. The main findings of the analysis indicate that it is possible for a higher education institution to increase student loyalty by generating positive experiences on their Brand Fan Page and generating greater platform use intensity.

Using social media to educate women and healthcare providers on endometriosis: preliminary results.

Objective:This study aimed to evaluate the performance of our Facebook fan page and compare it to similar pages.Methods: The authors reviewed page-specific metrics provided by Facebook, including number of fans, their age and sex, and country of origin; number of views, likes, and shares tied to our posts. A search for similar fan pages using keyword "endometriosis" found pages in Portuguese, English, and Spanish. They were analyzed for country of origin, authors, number of fans and posts, and were compared to our page.Results: Our fan page went online on April 2016 and 127 posts have been published up to December 2017. Most of its 1746 fans (89% women; 11% men) were Brazilians (n=1677). Our audience comprised primarily women aged 25-34 (39%) and 35-44 (30%) years. The most viewed posts discussed thrombosis and oral contraceptives (n =11078); continuous use of oral contraceptives (n=6448); deep endometriosis (n=4425); intrauterine levonorgestrel system (n=4045); IVF and endometriosis (n=2885); and endometriosis and cancer (n=2431). Our search found 399 Facebook pages from 44 different countries. The United States (n=81), Brazil (n=49), and the United Kingdom (n=46) topped the list of countries hosting pages, while most of the fan pages were written in English. The majority of the pages were active and 20% claimed they were based on science. Physicians administered four of the 10 most popular pages. Page heterogeneity prevented comparisons between them.Conclusion:Men and women have visited our Facebook fan page to obtain information on endometriosis. The pages found in our search were exceedingly heterogeneous and were not compared. Developing pages with sound information is an important step toward educating individuals about endometriosis and helping them make informed choices on available treatments.

Aplikace teorie užití a uspokojení, sociální média a značky na sociálních sítích

Firms and their brands increasingly interact with their audience also on social media. Brand fan pages on social networks or online brand communities have become very popular online services. By creating brand communities in social media, such as Facebook brand pages, firms deliver unique and interesting content to consumers and fans and potential fans. However, empirical research on fan pages is still in the Czech Republic in its infancy. Therefore, the purpose of this study is to investigate if Czech social media users communicate with brands on social media sites. For this purpose framework using the application of Uses and Gratification Theory was applied. The finding identified that currently only 26 % of social media users in the Czech Republic are fans of some brand on social media.

THE POSSIBLE RISKS OF USING FACEBOOK IN CORPORATE COMMUNICATION

Corporate reputation is the value that brands give the most importance as it forms the perception of their stakeholders towards the brands, enables the brands to be separated from their rivals and to be respected. Therefore, brands try to shape the perception of their stakeholders in a positive way with the messages that they send through the traditional media continually. However, with the common usage of social media today, brands have to manage their corporate reputation on the online platforms, as well. Nevertheless, the usage of social media platforms possess some possible risks because social media has given the control to the consumers who can easily create user generated content in these platforms. Discontent consumers can express their negative experiences to brands directly on online communities such as Facebook brand fan pages and can prepare a basis for the outburst of a crisis with the support that they gain from other consumers. Therefore, brands should be prepared in advance for crisis scenarios and should maintain an effective complaint management on their Facebook brand fan pages. This paper aims to discuss what makes consumers powerful on social media and the possible risks that brands can come across on social media. Moreover, it examines how complaint management should be handled on Facebook to prevent the emergence of an online crisis. This paper will contribute to the literature of crisis communication from the aspect of social media.

Functional analysis on Bali botanical garden for society

Bali Botanical Gardens as one of the government agencies that play a role in conservation, research, education, tourism, and environmental services, have a great responsibility for the conservation of biodiversity in Indonesia. Bali Botanical Gardens take website advantage of existing services to promote the service program in the field of conservation and environmental education as well as contributing to socialize about preserving the environment. Bali botanical gardens provide a variety of information with the submission that is easily understood by tourists who want to visit. Bali Botanical Gardens itself makes the website and facebook fan page as the promotion, reporting and socialize both in terms of reporting to support e-government and the most important is the focus in the field of environment, the conservation of nature, the introduction and utilization of research results and an introduction to the various types of Mountain crops to the public. In addition to the website and facebook fan page Bali Botanical Gardens also use TripAdvisor know the feedback from the community after a visit to the Bali Botanical Gardens.

POLÍTICA DIGITAL: AS MÍDIAS DIGITAIS COMO PALANQUE NA ELEIÇÃO MUNICIPAL DE BLUMENAU (SC)

As campanhas eleitorais no Brasil passaram por uma reforma eleitoral, determinado pelo TSE com a Lei 13.165, que afetaram o planejamento e a abordagem comunicacional dos partidos políticos. Este artigo propõe analisar o fluxo de conteúdo e as interações comunicacionais desencadeadas na rede social digital Facebook, durante as eleições de 2016 na cidade de Blumenau/SC. Para o cumprimento do objetivo proposto, utilizaram-se as teorias de Caseiro e Barbosa (2011); De Vries, Gensler e Leeflang (2012). As abordagens foram baseadas na coleta de dados de caráter qualitativo por meio da base quantitativa, realizada nas fan pages dos candidatos e na observação do ambiente digital bem como das estratégias. Os resultados apontaram que a mudança no cenário político tradicional impulsionou os candidatos a desenvolverem novos processos comunicacionais nas plataformas digitais.

Secrets to design an effective message on Facebook: an application to a touristic destination based on big data analysis

ABSTRACTThe objective of this research is to identify which are the key variables for designing a message in a social network that can be used by an advertiser to generate Positive/Negative Engagement. The message’s design variables have been classified into four main groups: (i) Message Tools (presence of text, images, video, labels, applications, interactive games and events calendar or others), (ii) Appropriate Message Structure (length and intelligibility), (iii) Informative Cues (links to the brand, orientation towards the product or the brand, topics relevant to the audience, and a remuneration’s promise) and (iv) Persuasive and Emotional Cues (emotional signals, valence, endorsement and influencer mentions). The focus has been a tourist destination: Brand Spain that is advertised through Facebook. A content analysis was carried out and regression analysis with optimal scaling was used on 180 Spain brand’s publications; 57,626 audience reactions to such publications; and 1361 audience comments on the Brand Spain Official Fan Page. According to our results, from the four blocks of predictive variables, only two of them are useful to predict Positive/Negative Engagement: (i) the use of Message Tools (videos), and (ii) the use of informative cues (relevant topics, links on posts, and post’s orientation towards product).

Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction

With the prevalence of Internet, social media has become an important means for online marketing events. Individuals and companies both create fan pages on online platforms and develop business opportunities using social media. While many past studies have investigated social media, few have mentioned the effects of social media marketing activities. This study proposed the effects of social media marketing activities on continuance intention, participation intention and purchase intention via the mediation of social identification, perceived value, and satisfaction. To empirically test the effects of social media marketing activities, this study conducted an online survey on 502 social media users for data analysis. The analytical results indicated that social media marketing activities indirectly affect satisfaction through social identification and perceived value. At the same time, social identification and perceived value directly affect satisfaction that then influences continuance intention, participation intention and purchase intention. Finally, the academic and management implications based on the empirical results of this study are provided as references for the improvement of social media marketing.

Strategies to Increase Latino Immigrant Youth Engagement in Health Promotion Using Social Media: Mixed-Methods Study.

BackgroundGenerating participant engagement in social media applications for health promotion and disease prevention efforts is vital for their effectiveness and increases the likelihood of effecting sustainable behavior change. However, there is limited evidence regarding effective strategies for engaging Latino immigrant youth using social media. As part of the Avance Center for the Advancement of Immigrant/Refugee Health in Washington, DC, USA, we implemented Adelante, a branded primary prevention program, to address risk factors for co-occurring substance use, sexual risk, and interpersonal violence among Latino immigrant adolescents aged 12 to 19 years in a Washington, DC suburb.ObjectiveThe objectives of this study were to (1) characterize Adelante participant Facebook reach and engagement and (2) identify post content and features that resulted in greater user engagement.MethodsWe established the Adelante Facebook fan page in October of 2013, and the Adelante social marketing campaign used this platform for campaign activities from September 2015 to September 2016. We used Facebook Insights metrics to examine reach and post engagement of Adelante Facebook page fans (n=743). Data consisted of Facebook fan page posts between October 1, 2013 and September 30, 2016 (n=871). We developed a 2-phased mixed-methods analytical plan and coding scheme, and explored the association between post content categories and features and a composite measure of post engagement using 1-way analysis of variance tests. P<.05 determined statistical significance.ResultsPosts on the Adelante Facebook page had a total of 34,318 clicks, 473 comments, 9080 likes or reactions, and 617 shares. Post content categories that were statistically significantly associated with post engagement were Adelante program updates (P<.001); youth achievement showcases (P=.001); news links (P<.001); social marketing campaign posts (P<.001); and prevention topics, including substance abuse (P<.001), safe sex (P=.02), sexually transmitted disease prevention (P<.001), and violence or fighting (P=.047). Post features that were significantly associated with post engagement comprised the inclusion of photos (P<.001); Spanish (P<.001) or bilingual (P=.001) posts; and portrayal of youth of both sexes (P<.001) portrayed in groups (P<.001) that were facilitated by adults (P<.001).ConclusionsSocial media outreach is a promising strategy that youth programs can use to complement in-person programming for augmented engagement. The Latino immigrant youth audience in this study had a tendency toward more passive social media consumption, having implications for outreach strategies and engagement measurement in future studies. While study findings confirmed the utility of social marketing campaigns for increasing user engagement, findings also highlighted a high level of engagement among youth with posts that covered casual, day-to-day program activity participation. This finding identifies an underexplored area that should be considered for health messaging, and also supports interventions that use peer-to-peer and user-generated health promotion approaches.

Social Media in Football: The Case of the Fan Page "Oscar_Embooba_Army"

Social Media in Football: The Case of the Fan Page "Oscar_Embooba_Army"

Radicalização nas redes sociais: comentários no Facebook durante a disputa presidencial em 2014 no Brasil

This paper discusses the phenomenon of radicalization into online conversation, especially through social network sites. Then, we analyze comments posted by Facebook users on Brazilian newspapers’ fan pages on that social medium. 628,057 comments mentioning at least one of the main candidates during the campaign were classified. The article discusses some aspects of radicalization, so it analyzes two specific variables: reflexivity and form of comments. Results show that social media, even though they open a space for dialog, give place to debates in which participants prioritize criticism or praise for candidates, and they basically lead to persuasion and radicalization.

Criticism, consensus, and fandom: Demonstrated practices from a sports Facebook fan page

• Fandom and criticism are discussed in relation to a public. • Criticism is a dilemma for sport-fans who admire a team. • Fans use emoticon and irony to mitigate the dilemma. • Consensus allows unabashed criticism and leads to action.

Investigating the brand evangelism effect of community fans on social networking sites

PurposeMany enterprises recognize that social media is a valuable source of information propagation for brands. Using the self-congruity and social identity theories as theoretical bases, the purpose of this paper is to develop an integrated conceptual model and explore the effects of brand-evangelism-related behavioral decisions of enterprises on virtual community members.Design/methodology/approachThis study targeted community members who had purchased a specific cosmetic brand’s products and had been members of an official brand fan page for at least one year. Using a survey of 488 valid samples and structural equation modeling was used to conduct path analyses.FindingsThe results indicated that seven hypothetical paths were supported and exhibited desirable goodness of fit. Value congruity can be used to explain effects of dual identification on various relationships. Relationships among variables of brand evangelism are not independent. Specifically, the effect of brand purchase intentions on positive brand referrals is higher than that on oppositional brand referrals.Practical implicationsThe findings can help brand community managers to adopt innovative and effective strategies to gain community members’ identification and maintain a desirable relationship between business and community members. In addition, this study should help marketers to increase the opportunity of maximizing the brand evangelism effect.Originality/valueThis study contributes to the understanding for multiple perspectives of value congruity and adopts the extension viewpoint to understand community members not only have brand value and self-congruity problems but also have community membership goals and values related to the fit problem.

Using Facebook for Large-Scale Online Randomized Clinical Trial Recruitment: Effective Advertising Strategies.

Targeted Facebook advertising can be an effective strategy to recruit participants for a large-scale online study. Facebook advertising is useful for reaching people in a wide geographic area, matching a specific demographic profile. It can also target people who would be unlikely to search for the information and would thus not be accessible via Google AdWords. It is especially useful when it is desirable not to raise awareness of the study in a demographic group that would be ineligible for the study. This paper describes the use of Facebook advertising to recruit and enroll 1145 women over a 15-month period for a randomized clinical trial to teach support skills to female partners of male smokeless tobacco users. This tutorial shares our study team’s experiences, lessons learned, and recommendations to help researchers design Facebook advertising campaigns. Topics covered include designing the study infrastructure to optimize recruitment and enrollment tracking, creating a Facebook presence via a fan page, designing ads that attract potential participants while meeting Facebook’s strict requirements, and planning and managing an advertising campaign that accommodates the rapid rate of diminishing returns for each ad.

A principle of designing infographic for visualization representation of tourism social big data

With the development of technology, people have more needs for the visual representation of interface information. Visualization, image and interaction have all become the design directions of user interfaces in recent years. The purpose of this study is to collect the user’s perception of the chart through experiments, explore the visualization of the chart presentation, and establish the “The principle of infographic design”. This study used the Octopus web data collection software to collect travel-related social big data of Facebook fan page and produce six different types of charts (a total of ten charts) by Tableau visual software that used as the experimental chart material. Relevant visual factors were derived through experiments. The experimental results found the chart element size, color, color gradients, data, sorting, and chart title will affect the results of the user to watch the chart. This study suggests the following induction 4 points to establish the presentation of information charts to provide chart designer: (1) to appropriate use of color to show the infographic, (2) marked the data to help users quickly understand the information, (3) sort the size of the element, so that users can have a sequential view, and (4) make the best use of different sizes, to convey the difference in the proportion of users.