Abstract
Executing effective posting strategies is becoming a key success factor in social media marketing campaigns. This article aims to identify which types of posts are mostly effective in enhancing consumers’ engagement behaviours in Facebook brand pages. In the case of a leading fast-food brand page, 144 brand posts were analysed to test the effect of four content types on enhancing consumers’ engagement behaviours. The number of likes, shares and comments that the posts received were used as an indicator for its popularity. Posts with an entertaining content received the biggest number of “likes” from consumers in the brand page. Additionally, posts with a relational content received the most “comments”. Finally, posts with high levels of incentive content are the mostly likely to be “shared” by the fans of the brand page.
This article provides fast-food brand managers with some guidelines for effective posting strategies when adopting Facebook marketing. Traditionally, there has been an extensive academic interest in studying the effectiveness of advertisements in traditional offline media. Given the novelty of social media networks in marketing, this study contributes with conclusions and implications and in directing effective marketing strategies for this new media.
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Wright, L.T., Gaber, H., Robin, R., Cai, H. (2018). Content Strategies for Facebook Marketing: A Case Study of a Leading Fast-Food Brand Page. In: Krey, N., Rossi, P. (eds) Back to the Future: Using Marketing Basics to Provide Customer Value. AMSAC 2017. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-66023-3_246
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