Fan Pages Research Articles

La estrategia virtual de la Revista Raíces: promoviendo la lectura, innovando los procesos editoriales

Como respuesta alternativa a los mecanismos hegemónicos de privatización del conocimien­to a nivel global, desde América Latina y otros sures del mundo, se está promoviendo la producción de revistas científicas arbitradas e indexadas de acceso abierto y su alojamiento en portales nacionales y re­gionales. En el caso de Raíces, para poder llegar a un público cada vez más amplio de lectores (no solamente especializados), se ha implementado una estrategia virtual que ha permitido a la revista crecer constante­mente, en cuanto a número de visitas a la página web (de 629 visitas al 14/03/2017 hemos llegado a 3.531 al 29/09/2017) y número de descargas de los artículos científicos (de 516 artículos descargados al 6/04/2017 a 1.253 artículos descargados al 25/09/2017, con in­crementos mensuales del 30%). Los datos cuantita­tivos permiten afirmar que las redes sociales son es­enciales para convertir los “seguidores” en lectores y dar a conocer la iniciativa editorial y sus contenidos más allá de las fronteras nacionales. Desde el Fan Page Facebook de la Revista han sido analizados los perfiles de los lectores, sus procedencias, los horarios de mayor conectividad y el rendimiento de las publicaciones en términos de personas alcanzadas directa e indirecta­mente. Desde el sitio web donde se aloja la Revista se han analizado periódicamente el número de visitas y el número de descargas de artículos. El monitoreo de las métricas generadas en la plataforma OJS y en el Fan Page Facebook han resultados esenciales para comprender quiénes son nuestros lectores y cuáles son sus preferencias. Y al mismo tiempo, permiten mejorar la calidad y pertinencia de nuestra propuesta.Revista Nicaragüense de Antropología Año 1 No.2 2017, p.92-97

Penguatan Kapasitas Usaha Perikanan dalam Pengembangan E-commerce di Kabupaten Bantul

Community service activity’s aims to strengthen fisheries institutions in order to overcome poverty, vulnerability, labor and gender equality because most of SME’s involving family members of fishermen and women. The several methods of implementation uses socialization include discourse, discussion, training, practice and evaluation. The approaches to the action program include 1) Participatory Rural Appraisal (PRA) model; 2) Entrepeneurship Capacity Building Model (ECB) and 3) Technology Transfer Model (TT). To strengthen the institution of fishermen’s bussiness, conducted periodic guidance program to groups who are members of Paguyuban Projomino Bantul. The results of the implementation of the activities that have been achieved: 1) the implementation of e-commerce socialization 2) on-line business training for early adopter 3) the plan of making fan page managed by community and entrepreneur of UMKM. The program is assessed by participants to increase their income and welfare. Program participants have a positive response considering that marketing with e-commerce can be integrated with konvensional marketing. The perceived effective empowerment method is on-line business training followed by mentoring. The synergy between the team, counselors and administrators supports the empowerment to run intensively and optimally so that the impact on the sustainability of the program.

Tourism trend and network analysis utilizing big data on social media

Background/Objectives: With evolving trends, tourism is also experiencing more diverse policies and methods of promotion. In particular, with the development and increasing popularity of social media platforms, a new trend is setting in. In line with such changes, the current study sets out to utilize big data on social media platforms to analyze trends in tourism, ways in which tourism elements mutually interact, and analyze patterns, in order to propose tourism promotion strategies and provide related basic data.Methods/Statistical analysis: Analysis on social media platforms were conducted to visually express relationship among nodes and analyze the structure and status of link in quantitative terms. NodeXL is an add-in program to Microsoft Excel; it allows the user to directly collect data from social media platforms to execute matrics, statistics, and visualization. The data was collected from Korea Tourism Organization (KTO)’s Twitter and Facebook accounts. Hashtags (#) on 3,200 posts on the Twitter account were analyzed to compute the tourism trend, and the inter-node interactions and links on the Facebook fan pages were analyzed in terms of network density and centrality to calculate the form and characteristics of social media networks.Findings: By analyzing social media pages that represent promotional efforts for Korean tourism, we were able to find the following results: On the KTO Twitter account, the higher hashtag terms were “eating tour,” and “exciting travel,” which follow the recent tourism trends. However, because of platform restrictions, the Twitter account, rather than engaging in mutual interactions with its users, only tended to deliver information, and was unable to reflect more diverse tourism trends. On Facebook, 348 nodes were actively linked 14.99 times on average, indicating a healthy level of activity. Average degrees of connection was 2.214, which is smaller than average connection distance of small societies, indicating efficient mutual interaction. There were three core user groups, with eleven individuals serving as media nodes, and six users with Eigenvector centrality.Improvements/Applications: Tourism promotion must be executed in line with diverse and latest trends in the field. Because Facebook has a higher level of mutual interaction than Twitter, the account holder can maximize the promotional effects by utilizing individuals that serve as the centrality node. That is to say that promotional strategies that take into account the characteristics of individual social media platform are required.

Development of Facebook Fan Page Engagement Index: Empirical Evidence from India

The present study focuses on the development of a Facebook fan page engagement index which can be used to segregate disengaged consumers from engaged ones. Principal Component Analysis (PCA) method was used to derive the index. Data on 16 items measuring Facebook fan page engagement of consumers was used to identify their underlying latent variables. The appropriateness of employing PCA method was determined using KMO and Bartlett's Test of Sphericity statistical tests. Factor scores using regression method were employed to obtain standardized indices. The results showed that the Facebook fan page engagement index is a multidimensional construct encompassing 4 dimensions (conscious attention, enthused participation, affection and social connection) with 16 underlying measures. This newly developed PCA based Facebook fan page engagement index will empower the marketing managers to measure the engagement level of a Fan Page liker on Facebook.

Exploring customer loyalty to fashion brands on facebook fan pages

This article addresses the subject of building fan loyalty to company Facebook pages. Customer loyalty is a key prerequisite for a company’s success in today’s globalised world. Companies now use Facebook extensively to communicate with existing and potential customers. The aim of this article is to determine whether Facebook can be used to build customer loyalty to fan pages and whether this loyalty has an impact on loyalty to promoted brands. The research focused on the Facebook fan pages of high street fashion brands (e.g. H&M, C&A and Orsay) and their fans. Research of the literature was used to posit a theoretical model of fan loyalty to Facebook fan pages in connection with loyalty to clothing brands. This model was tested with the statistical method known as structural equations modelling (SEM). The research involved 292 respondents over the age of 18 who have liked at least one high street fashion fan page on Facebook. The results confirmed the validity of the proposed model. It was found that loyalty to the fan page is built through trust and satisfaction with the fan page. It was also demonstrated that loyalty to the fan page has a positive impact on loyalty to clothing brands. Both “loyalties” in this model were measured using the second-order method, which includes both behavioural and attitudinal loyalty. It can therefore be said that communication from companies builds a positive relationship with the fan page / clothing brands and also increases the future frequency of page visits and purchases of branded clothes. Hence, Facebook can be deemed an effective tool for building loyalty.

Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs)

Purpose The purpose of the study was to investigate the effect of electronic word of mouth (eWOM) on the value co-creation (VCC) and purchase intentions of consumers in Facebook fan pages of smartphone brands in India. Design/methodology/approach The data were collected using a structured questionnaire from a sample of 762 members from India present in the selected fan pages of smartphone brands in Facebook, and the data were analyzed through structural equation modeling. Findings This empirical study revealed a positive relationship among the three variables and provided new insights after analyzing the collected data. There was clear evidence of VCC being partially mediated by eWOM and purchase intention. Research limitations/implications The perspective of the study was to validate the proposed conceptual model by considering members’ perception of the product, as put forth on Facebook fan pages. The methods used in this study could be adapted to conduct further studies on other social networking sites like Instagram and Twitter. Originality/value The study contributes to the existing literature of eWOM, VCC and consumer behavior in social networking sites, and our findings will help marketers to develop a new method of disseminating product information to and within India through social networking sites.

Wykorzystanie mediów informacyjnych w dyskusjach politycznych na Facebooku

Celem artykułu jest pokazanie, w jaki sposób użytkownicy Facebooka posługują się mediami informacyjnymi w dyskusjach internetowych. Według głównej hipotezy badawczej członkowie fanpage’y politycznych preferują źródła ideologiczne zbieżne z ugrupowaniem, z którym sympatyzują, natomiast dyskryminują pozostałe. Dowody w postaci ok. 33 tys. odsyłaczy do mediów informacyjnych zebrane od września 2015 do lutego 2017 r. sugerują jednak, że na fanpage’ach politycznych użytkownicy powołują się na zróżnicowane źródła.

Development of Facebook Fan Page Engagement Index: Empirical Evidence from India

Development of Facebook Fan Page Engagement Index: Empirical Evidence from India

Opinion dailies versus Facebook fan pages: the case of Poland’s surprising 2015 presidential elections

The following study explores the effect of social media visibility on public discussion and, possibly, on the results of the 2015 presidential elections in Poland, unexpectedly won by Andrzej Duda. Instead of newspaper analyses and polls, Facebook interactions proved more accurate in predicting the final results. In the study, focus is laid on two key sources of visibility of opinion that emerged during the campaign: major daily newspapers, which provide space for opinion only to selected writers; and presidential candidates’ Facebook fan pages, which offer broad visibility to Facebook users’ opinions. The proposed interpretation of this discrepancy is that of a major shift in making public opinion more self-expressive and personal: public discussion is formed ‘in between’ rationality and emotion, publicness and privacy. The 2015 presidential elections in Poland reveal that this ‘in-between’ emerged in people’s Facebook activity, and it uncovered a public affect which translated into election results.

Emoticon effects in Brand Fan Page: Mediating role of brand perception and moderating role of consumer’s visit motivation

Emoticon effects in Brand Fan Page: Mediating role of brand perception and moderating role of consumer’s visit motivation

SNS를 활용한 기업의 CSR 커뮤니케이션 : 국내 주요 기업의 페이스북 팬페이지 포스팅 및 소비자 반응에 대한 내용 분석

본 연구는 기업 CSR 활동의 커뮤니케이션이 페이스북이라는 새로운 채널을 통해 어떻게 이루어지고 있는지를 살펴보고, 그 현상에 대해 포괄적으로 이해하는 데에 그 목적을 두고 시작되었다. 이를 위해 CSR 관련 선행 연구에서 제시된 주요 변인들을 포함하여, 페이스북이라는 새로운 플랫폼이 담고 있는 다른 요소들－예: 소비자 반응 지표－이 어떻게 나타나고 있는지에 대해 내용분석을 통해 실증하였다. 구체적으로, 국내 100대 광고주 중 50개 기업의 56개의 페이스북 팬페이지에서 수집된 488개의 포스팅을 대상으로 기업의 주요 제품군, CSR 활동의 특성, 메시지의 구성을 파악하고 그리고 각 포스팅에 나타난 소비자들의 실제 반응인 ‘좋아요’, ‘댓글’, ‘공유’의 수치를 수집하였다. CSR 활동의 효과와 관련된 주요 변인들과 관련하여, 우선 CSR 활동의 유형들 중 가장 높은 빈도를 보인 것은 기부 및 협찬을 포함한 경제적 지원이었으며, 페이스북이 갖는 매체적 특성을 활용하여 단순한 텍스트 중심의 메시지가 아닌 사진이나 동영상을 활용한 포스팅들이 다수를 차지하고 있었다. 소비자 반응에 대한 분석 결과, 소비자는 기부를 포함한 경제적인 활동 보다 자원 봉사와 같은 CSR 활동에 보다 높은 ‘좋아요’ 및 댓글 반응을 보였다. 기업과 CSR 활동과의 적합성, 포스팅에 나타난 메시지의 구성 또한 소비자 반응에 유의미한 영향을 미치는 것으로 나타났다. 본 연구는 기존 연구에서 제시된 CSR 활동 효과에 영향을 주는 주요 변인과 실제 소비자 반응을 데이터화 할 수 있는 페이스북의 특성을 바탕으로 한 실증적 검증을 토대로 학술적 및 실무적 제언을 제시하고 있다.

Dampak Media Sosial terhadap Usaha Kecil dan Menengah (UKM) Sentra Industri Keramik Plered, Kabupaten Purwakarta

Abstract .The development of social media makes it recommended that social media become the most important part in developing and advancing its business especially in the field of promotion, marketing and marketing as a whole. The existence of today's social media applications has become the most efficient and effective tool for ceramic SMEs in Ceramic Plered Industrial Center, Purwakarta District, and today most of the SMEs have followed the digital era by using social media platform for marketing communications, advertisement, product publicity ceramics and services they provide. They create fan pages for followers to make communication fast, even in different cities or countries SME ceramic actors can warmly welcome advice and opinions that help in improving their business. Based on the review that there is a positive impact although there is also a negative impact of social media applications on the development of business SMEs ceramic entrepreneurs but not undo the intention to advance its business, and motivated to use this platform.Keywords: media, social media

What Works in Facebook Content Versus Relational Communication: A Study of their Effectiveness in the Context of Museums

ABSTRACTThis study aims to evaluate the effectiveness of museums’ communication strategy in Facebook. This research conducts two empirical studies: in the first, we analyze the communication strategies of 240 museum Facebook pages and their effect on engagement at a fan page level; in the second, we explore the communication strategy in each post in greater depth in order to gauge how the different content and relational elements contribute to increasing the number of likes, comments, and shares. The findings highlight that achieving user engagement entails developing a strategy based on content as well as the museum’s relationship and dialog with its audience, to the point where it becomes involved in conversations. This study proposes that if a museum is seeking an audience’s active participation in its communications, then the organization itself should also get involved in users’ conversations. Put differently, engagement should be reciprocal if more effective communication is to be achieved.

How consumers become loyal fans on Facebook

This study investigates the values consumers want to attain from brand fan pages and how the values and opportunities for co-creation lead to engagement in a fan page, a better customer experience and greater loyalty. A conceptual model is developed to explain the whole process from a consumer becomes a fan, an engaged fan, to a loyal fan. We first use interviews with the laddering technique to discover the values that drive consumers to use a brand fan page. Then, an Internet survey is conducted to collect data and test the proposed model. This study discovers the key values (i.e., self-respect, being well respected, security, warm relationship with others, a sense of accomplishment, self-fulfillment, a sense of belonging, fun and enjoyment of life, convenience, and better service) consumers want to attain from the use of a brand fan page. Furthermore, values and co-creation positively drive consumers to engage in a fan page and further generate better experience. User experience is a determinant of satisfaction and loyalty. The findings can help companies manage their fan pages and understand how to create values for consumers and lead them to be loyal.

Using Facebook Data to Predict the 2016 U.S. Presidential Election

We use 19 billion likes on the posts of top 2000 U.S. fan pages on Facebook from 2015 to 2016 to measure the dynamic ideological positions for politicians, news outlets, and users at the national and state levels. We then use these measures to derive support rates for 2016 presidential candidates in all 50 states, to predict the election, and to compare them with state-level polls and actual vote shares. We find that: (1) Assuming that users vote for candidates closer to their own ideological positions, support rates calculated using Facebook predict that Trump will win the electoral college vote while Clinton will win the popular vote. (2) State-level Facebook support rates track state-level polling averages and pass the cointegration test, showing two time series share similar trends. (3) Compared with actual vote shares, polls generally have smaller margin of errors, but polls also often overestimate Clinton’s support in right-leaning states. Overall, we provide a method to forecast elections at low cost, in real time, and based on passively revealed preference and little researcher discretion.

Longlive Friendship? Relationships among friendship, trust and brand loyalty: A study of Starbucks

Undoubtedly, Facebook has become a rapidly emerging social media during recent decades. It has not only successfully expanded the traditional 'consumer-brand' relationship from the physical channels to the virtual ones, but also shaped complete interaction/communication model between corporate brand and consumers by aggressively build up its brand community. Though Starbucks has already been a well-known brand in Taiwan, few of social media studies has concerned with the influence of friendship and trust on fan's brand loyalty. In view of this, this study based on 340 valid fan samples from Starbuck's fan pages used structural equation modelling (SEM) to validate the research hypotheses. The empirical findings showed that friendship and trust both impact fans' brand loyalty to Starbucks while friendship also influenced trust. Besides, the moderated effect of consumer personality partially existed in our research model.

The Wirtschaftsakademie Fan Page Decision: A Landmark on Joint Controllership – A Challenge for Supervisory Authorities Competences

Case C-210/16 Wirtschaftsakademie Schleswig-Holstein [2018] ECLI:EU:C:2018:388, Judgment of the Court (Grand Chamber) of 5 June 2018 – Article 16(2) of the Treaty on the Functioning of the European Union [2012] OJ C 326/47 – Article 8(3) of the Charter of Fundamental Rights of the European Union [2012] OJ C 326/391 – Article 2 (b), (d), (e) and (f), Article 4(1), Article 24, Article 28 of Directive 95/46/EC of the European Parliament and of the Council of 24 October 1995 on the protection of individuals with regard to the processing of personal data and on the free movement of such data [1995] OJ L 281/31.

The Effect of Social Media Marketing on Brand Awareness through Facebook: An Individual-Based Perspective of Mobile Services Sector in Egypt

The growing usage of social media is changing the businesses’ method re-sponding to consumer’s needs and wants and increasing the chances for firms to market their products and services in a customized and personal way. Nev-ertheless, there are still needed answers concerning to what extent social media platforms as marketing tools are being employed by companies and their effect on brand awareness in mobile service providing industry in Egypt. The purpose of this study is to investigate the impact of social media marketing activities on Facebook on brand awareness keeping into consideration the moderating effect of demographics, namely; age and gender. The research showed that social media marketing firms use mainly about six dimensions as an instrument for their marketing activities: Online Communities, Interaction, Sharing of Content, Accessibility, and credibility. Also, this research is testing the demographics moderation role in the relationship between social media marketing activities on Facebook and consumer based brand awareness. Moreover, practical importance of this research is described in the fact that managers may use the results to improve their marketing activities related to social networks specially their Facebook fan pages to have better brand awareness of their brands. Besides, firms may start to integrate social media marketing into their marketing strategies, improving communication and interaction with their customers and increase their brand awareness circle. A sample of the study totaled 402 customers; the researcher tested the hypothesis using the correlation analysis, regression analysis using SPSS and structure equation model using AMOS. This research provides an evidence of the relationship between social media marketing activities on Facebook and brand awareness of mobile service providers in Egypt.

Influence of online retailers' social media marketing strategies on students' perceptions towards e-shopping: a qualitative study

The usage of the internet-based technologies, particularly social networking sites such as Facebook and Twitter as business platforms can be a critical strategy in enhancing an online retail outlet's reach and operational efficiency. This study employs a qualitative study with 20 in-depth interviews to explore the factors/strategies that influence students' acceptance of e-shopping. The objectives of the study were to examine students' perceptions of e-shopping via the social media fan pages of Konga and Jumia online stores and their perceptions about the difference in the influence of the online marketing strategies on acceptance of e-shopping between Konga and Jumia online stores. The results highlight students' perceptions of e-shopping via the social pages and they find e-shopping experience very interesting and fun. The most important motivating factor which influenced the online shopping in Konga and Jumia online stores are the marketing strategies that companies use and convenience followed by time saving and price for consumers.

On being attractive, social and visually appealing in social media: The effects of anthropomorphic tourism brands on Facebook fan pages

Social media platforms and their associated user-generated content are of increasing significance to the perception of tourism brands amongst consumers. Online fan pages offer a unique opportunity for tourism managers to effect positive engagements between their brand and consumer base. By viewing these online environments in relation to Social Response Theory, this study discerns the impact of brand fan pages with human-like attributes, suggesting that anthropomorphic cues positively influence user engagement. Using PLS-SEM analysis, the study empirically tests a theoretically developed higher-order construct of these anthropomorphic Fan Page Cues, composed of three first-order factors: social interactive value, visual appearance and identity attractiveness. Findings indicate that a social media platform with human-like characteristics positively engages consumers, the theoretical and practical implications of which are clearly presented.