Академический Документы
Профессиональный Документы
Культура Документы
Universitat Politcnica de Catalunya BarcelonaTech, Department of Management. C. Jordi Girona, 1-3, Edici C5. 08034, Barcelona, Spain
Universitat Internacional de Catalunya, Department of Economy and Business Organization. C. Inmaculada, 22, 08017, Barcelona, Spain
Universitat Politcnica de Catalunya BarcelonaTech, Department of Management. C. Jordi Girona, 1-3, Edici C5. 08034, Barcelona, Spain
Karlsruher Institut fr Technologie (KIT), Kaiserstrae 12. 76131, Karlsruhe, Germany
A R T I C L E
I N F O
Article history:
Received 22 October 2013
Accepted 11 May 2014
Available online
Keywords:
Content marketing
Social networking site
Consumer engagement
Social media optimization
Facebook brand page
A B S T R A C T
Social media is achieving an increasing importance as a channel for gathering information about products and services. Brands are developing its presence in social networking sites to meet brand awareness, engagement and word of mouth. In this context, the analysis of the factors that are conditioning
consumer interaction with branded content becomes a matter of interest. This paper aims to shed light
on those factors that are expected to impact on Facebook branded post popularity. A conceptual model
is developed to reect the inuence of the contents richness and time frame on the number of comments and likes. An empirical analysis using multiple linear regressions is conducted based on 164 Facebook posts gathered from the fan pages of 5 Spanish travel agencies. Results suggest that the richness of
the content (inclusions of images and videos) raises the impact of the post in terms of likes. On the other
hand, using images and a proper publication time are signicantly inuencing the number of comments, whereas the use of links may decrease this metric.
This study empirically contributes to the existing literature on the management of marketing strategies for consumer engagement in social networking sites.
2014 Elsevier Ltd. All rights reserved.
1 Introduction
Social networking sites (henceforth, SNS) have become very
popular and have been increasingly attracting the interest of marketers. They account about 6% of all website visits done and 19% of
all time spent online (Radwanick, Lipsman, & Aquino, 2011; Tuten,
2008). Social media is achieving more and more importance as a
channel for gathering information about products and services and
to take prot of new opportunities (Verhoef & Lemon, 2013).
SNS have stimulated new ways of interacting, shaping new forms
in which people communicate, make decisions, socialize, collaborate, learn, entertain themselves, interact with each other or even
do their shopping (Constantinides & Fountain, 2008; Hanna, Rohm,
& Crittenden, 2011; Hansen, Schneiderman, & Smith, 2011; Mangold
& Faulds, 2009). Consequently, the study of social media and its
effects on consumers and organizations is increasingly attracting academic attention while it opens new research avenues for strategists and marketers (Bughin & Manyika, 2009; Constantinides &
Fountain, 2008; Fischer & Reuber, 2011; Urban, 2003).
http://dx.doi.org/10.1016/j.emj.2014.05.001
0263-2373/ 2014 Elsevier Ltd. All rights reserved.
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
2
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
F. Sabate et al./European Management Journal (2014)
H1c. Posts including links are more likely to generate higher levels
of brand post popularity.
H1a. Posts including images are more likely to generate higher levels
of brand post popularity.
It is also suggested that the effectiveness of a post is also inuenced by the time of the day it is published. Identifying the customers habits (peak hours of activity) when determining the posting
schedule is crucial.
According to Golder et al. (2007), users interaction increases
towards the evening, maintaining a steady high level during the night.
Regarding when the post is published, Buddy Media Inc. (2011) found
that brands that post early morning and late at night had engagement rates approximately 20% higher than the average (and that 60%
of all brand posts are done during core business hours (from 10am
to 4pm). Nevertheless, Pletikosa Cvijikj and Michahelles (2013) argue
that if posts are created during those periods with low user activity, when fans will connect (in peak hours) the brand post will appear
at the top of the wall, therefore, the probability for being liked or
commented is higher.
As observed, different temporal patterns are proposed,
however, there is no clear agreement. Also, the sector in which
the rm operates has its own rhythms and, as such, should be
taken into account. Considering this lack of consensus, we decided
to look at our data, and observed that most of the posts were
published within business hours. Aiming at contrasting whether
posts published in business hours are more effective, we
formulate:
H1b. Posts including videos are more likely to generate higher levels
of brand post popularity.
H2b. Posts created during business hours may result in higher levels
of brand post popularity.
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
F. Sabate et al./European Management Journal (2014)
we focused on the evolution of posts published during the previous month, that is, from February to 21 to March 21, 2011. This delay
was necessary in order to capture how users interact with the content
already published. We believe that the time span considered is
enough for the purpose of this research. SNS are characterized for
being extremely fast and dynamic communication channels; hence,
a content posted on the net for more than 30 days is not likely to
receive more interaction.
For the selected period of time 164 posts published by the ve
travel agencies considered were obtained and manually processed. Content shared by other users on these rms fan pages was
not considered.
3.3 Variables
3.4 Method
The data collection was gathered manually over one month, from
March 21 to April 21, 2011. In order to obtain relevant information,
The empirical analysis is based on multiple OLS linear regressions for each dependent variable, using the stepwise method with
3 Methodology
3.1 Sample
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
F. Sabate et al./European Management Journal (2014)
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
F. Sabate et al./European Management Journal (2014)
Table 1
Variables denition.
Id
Variable
Explanation
Followers
Number of users that follow the travel agency Facebook fan page
Characters
Links
4a
Images
4b
Videos
Time
DateDay
Likes
Comments
Numerical 0.
Captured at the beginning of the data collection. It has been
transformed applying natural logarithm function to better t a normal
distribution and improve the explanatory power of the model.
Numerical 0.
Characters of the links are also considered.
Nominal-dichotomic
0: no links
1: 1 or more links
Nominal-dichotomic.
0: no images
1: 1 or more images
Nominal-dichotomic.
0: no videos
1: 1 or more videos
Nominal-dichotomic.
0: non-business hours (0:007:59 and 18:0023:59 on Monday to
Thursday; 0:007:59 and 15:0023:59 on Friday; Saturday and Sunday
at all hours)
1: business hours (8:0017:59 on Monday to Thursday; 8:0014:59
on Friday)
Nominal-dichotomic.
0: weekend (from Friday at 15:00 to Sunday at 23:59)
1: weekday (the remaining time)
Numerical 0.
It has been transformed using natural logarithm to better t a normal
distribution and improve the explanatory power of the model.
Numerical 0.
It has been transformed using natural logarithm to better t a normal
distribution and improve the explanatory power of the model.
the criteria Probability of F <= .050 for entering variables into the
regression model and Probability of F >= .100 for removing them.
No missing values were found. Outliers, those observations with
studentized residual that exceed 3 or +3, were eliminated. In order
to guarantee a normal distribution of the residuals, we used natural
logarithms of all the dependent variables, these being calculated as
LN(Likes+1) and LN(Comments+1). Fig. 3 indicates that the errors obtained for the different regression models are normally distributed, conrming the validity of this approach.
Before proceeding with the empirical analysis, further clarication for the Followers variable is required, as the number of followers is a characteristic of the travel agencys Facebook fan page and
is collected at the very beginning of the study, whereas the rest of
the independent variables considered are specic features of each
post. In order to improve the explanatory power of this variable we
transformed it using the natural logarithm. Therefore, the models
tested are designed with LN(Followers) instead of Followers.
Table 2
Sample size after ltering by categories of dummy variables.
Variable
Category1: Number
of elements
Likes Modela (Comments
Modelb)
Category2: Number
of elements
Likes Modela (Comments
Modelb)
Links
Images
Videos
Time
DateDay
no links: 87 (88)
no images: 113 (115)
no videos: 144 (145)
non-business hours: 25 (25)
weekend: 16 (16)
a
b
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
F. Sabate et al./European Management Journal (2014)
Table 3
Results overview.
Models
Likes model
Comments model
Ra
R square
Adj. R square
Signicant variablesb
Images
Videos
Links
DateDay
Time
Characters
LN(Followers)
0.743 (high)
0.553
0.541
0.595 (moderate)
0.355
0.338
(++)
(++)
(+)
(-)
(+)
(++)
(++)
(+)
4 Results
An overview of the results is presented in Table 3, summarizing the main ndings of the two models tested: Likes model and
Comments model.
4.1 Likes model
Following the abovementioned procedure, we test all the hypotheses through an OLS linear regression with LN(Followers), Characters, Images, Links, Videos, Time and DateDay as independent
variables and LN(Likes+1) as the dependent variable for brand post
popularity. Two observations were eliminated. Table 4 provides the
full description of the coecients for the signicant variables in the
Likes model.
The explanatory power of the model (R-square) is 55.3% and the
ANOVA test calculates a value of 48.468 (p-value < 0.001) for F(4;157),
evidencing a signicant and positive linear effect (p-value < 0.001)
of certain factors (LN(followers), Characters, Images and Videos) over
the number of Likes. The formulation of the resulting model is expressed in Equation 1.
(1)
Table 4
Coecients for signicant variables in Likes Model.
Videos
Images
LN(Followers)
Characters
(Constant)
a
b
Std error
VIF
0.929
0.673
0.632
0.003
3.951
0.215
0.145
0.089
0.001
0.798
4.31b
4.65b
7.11b
5.09b
4.95b
1.250
1.205
1.189
1.370
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
F. Sabate et al./European Management Journal (2014)
Table 6
Expected and obtained results by hypotheses.
Table 5
Coecients for signicant variables in Comments Model.
Images
Time
LN(Followers)
Links
(Constant)
a
b
Std error
VIF
Hypothesis
Expected
Likes Model
Comments Model
0.813
0.651
0.293
0.627
1.320
0.230
0.227
0.112
0.205
1.032
3.53a
2.87a
2.62a
3.05a
1.28
1.721
1.033
1.076
1.625
H1a (Images)
H1b (Videos)
H1c (Links)
H2a (DateDay)
H2b (Time)
(+)
(+)
(+)
(+)
(+)
Supported
Supported
Not supported
Not supported
Not supported
Supported
Not supported
Not supported (negative effect)
Not supported
Supported
(2)
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
F. Sabate et al./European Management Journal (2014)
6 Conclusions
This work empirically contributes to a better understanding of
the use of social media marketing strategies. Particularly, we have
identied those structural factors of posts published on Facebook
brand pages that are observed to inuence brand post popularity,
measured through the number of likes and comments. To do this,
we have focused on a sample of Spanish travel agencies with a Facebook fan page.
Results obtained point to some guidelines for improving the liking
of posts published on Facebook brand pages. Community managers should include images and videos which seem to better attract
customers attention, especially in the case of images. As for the
length of the post, moderators should not be worried about writing
to many characters if this is essential for a good understanding of
the content. In this sense, we found that the number of characters
employed is positively correlated with the number of likes. Finally,
the low statistical signicance of time frame factors prevents us from
formulating recommendations related with the day and the time
that best helps increase the number of likes.
Guidelines for improving the number of comments differ from
those suggested to increase the number of likes. In this case, community managers should look for posts that include images because
this is the only richness factor that is positively related with the
number of comments. Furthermore, the avoidance of links would
report more comments. Links can act as barriers, driving users to
external websites that make them forget returning to the Facebook fan page and leave a comment. Another advice that moderators should follow consists in publishing during business hours as
it seems to improve users willingness to comment. However, this
strategy should be taken with a grain of salt because as shown in
previous studies there is some controversy in the exact denition
of the most effective time period.
Another remarkable conclusion emerging from this study is that
images are more powerful than videos in increasing consumers engagement. The variable Image is positively signicant in both models
(likes and comments) whereas Videos is only signicant when popularity is expressed in terms of likes.
It is expected that both the conceptual model and the results
obtained through this empirical analysis provide meaningful
theoretical and managerial implications for rms and marketers,
and especially for those professionals working on the travel agency
sector. Acknowledging the effects that structural characteristics of
posts have on users involvement (in terms of likes and comments) may help community managers to effectively exploit social
networking sites within the integrated marketing communications of the brand.
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
10
References
aDigital. (2011). Uso de Facebook por parte de las empresas espaolas. Asociacin
Espaola de la Economa Digital. <http://www.adigital.org/servicios/uso-defacebook-por-parte-de-las-empresas-espanolas> Accessed 05.21.13.
Aggarwal, C. C., & Wang, H. (2011) Text mining in social networks. In C. C. Aggarwal
(Ed.), Social network data analytics (pp. 353378). Springer US, Hawthorned, NY.
<http://www.springerlink.com/content/n612222780l37460/abstract/> Accessed
10.10.12.
Agresta, S., & Bough, B. B. (2011) Perspectives on social media marketing: the agency
perspective, the brand perspective. Course Technology, Boston, MA.
Allison, P. D. (1999) Logistic regression using the SAS system theory and application.
SAS Institute, Cary (N.C.).
Baltas, G. (2003) Determinants of Internet advertising effectiveness: an empirical
study. International Journal of Market Research 45(4), 505513.
Barbier, G., & Liu, H. (2011) Data mining in social media. In C. C. Aggarwal (Ed.), Social
network data analytics (pp. 327352). Springer US. <http://www.springerlink
.com/content/v2h43358124qu862/abstract/> Accessed 10.10.12.
Belsey, D. A., Kuh, E., & Welsch, R. E. (1980) Regression diagnostics: identifying inuential
data and sources of collinearity. John Wiley, New York, NY.
Blanke, J., & Chiesa, T. (2012). Travel & tourism competitiveness report 2011.
Beyond the downturn. <http://www3.weforum.org/docs/WEF_TravelTourism
Competitiveness_Report_2011.pdf> Accessed 05.21.13.
Brookes, E. J. (2010). The anatomy of a facebook post. Study on post performance by
type, day of week, and time of day. Vitrue-Oracle. <http://www.vitrue.com/wpcontent/themes/Vitrue-3.0/white-papers/anatomy_of_fb_wp.pdf> Accessed
09.05.11.
Brown, J., Broderick, A. J., & Lee, N. (2007) Word of mouth communication within
online communities: conceptualizing the online social network. Journal of
Interactive Marketing 21, 220. doi:10.1002/dir.20082.
Buddy Media Inc. (2011). Strategies for effective facebook wall posts: a statistical review.
<http://www.buddymedia.com/newsroom/2011/04/introducing-our-latest
-research-strategies-for-effective-facebook-wall-posts-a-statistical-review/>
Accessed 07.30.11.
Bughin, J., & Manyika, J. (2009). How businesses are using Web 2.0: a McKinsey Global
Survey. McKinsey Quarterly, (09). <http://www.mckinsey.com/insights/
business_technology/how_companies_are_beneting_from_web_20
_mckinsey_global_survey_results> Accessed 06.17.13.
Buhalis, D., & Law, R. (2008) Progress in information technology and tourism
management: 20 years on and 10 years after the internet the state of eTourism
research. Tourism Management 29, 609623. doi:10.1016/j.tourman.2008.01
.005.
Chevalier, J. A., & Mayzlin, D. (2006) The effect of word of mouth on sales: online
book reviews. Journal of Marketing Research 43, 345354. doi:10.1509/
jmkr.43.3.345.
Constantinides, E., & Fountain, S. J. (2008) Web 2.0: conceptual foundations and
marketing issues. Journal of Direct, Data and Digital Marketing Practice 9, 231244.
doi:10.1057/palgrave.dddmp.4350098.
Daft, R. L., & Lengel, R. H. (1986) Organizational information requirements, media
richness and structural design. Management Science 32, 554571. doi:10.1287/
mnsc.32.5.554.
De Vries, L., Gensler, S., & Leeang, P. S. H. (2012) Popularity of brand posts on brand
fan pages: an investigation of the effects of social media marketing. Journal of
Interactive Marketing 26, 8391. doi:10.1016/j.intmar.2012.01.003.
Dhar, V., & Chang, E. A. (2009) Does chatter matter? The impact of user-generated
content on music sales. Journal of Interactive Marketing 23, 300307. doi:10.1016/
j.intmar.2009.07.004.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004) A social inuence model of
consumer participation in network- and small-group-based virtual communities.
International Journal of Research in Marketing 21(3), 241263. doi:10.1016/
j.ijresmar.2003.12.004.
Dholakia, U. M., & Durham, E. (2010) One Cafe Chains Facebook experiment. Harvard
Business Review 88, 26.
Duan, W., Gu, B., & Whinston, A. B. (2008) The dynamics of online word-of-mouth
and product sales an empirical investigation of the movie industry. Journal of
Retailing 84, 233242. doi:10.1016/j.jretai.2008.04.005.
Fischer, E., & Reuber, A. R. (2011) Social interaction via new social media: (How) can
interactions on Twitter affect effectual thinking and behavior? Journal of Business
Venturing 26, 118. doi:10.1016/j.jbusvent.2010.09.002.
Fortin, D. R., & Dholakia, R. R. (2005) Interactivity and vividness effects on social
presence and involvement with a web-based advertisement. Journal of Business
Research 58, 387396. doi:10.1016/S0148-2963(03)00106-1.
Fournier, S., & Avery, J. (2011) The uninvited brand. Business Horizons 54, 193207.
doi:10.1016/j.bushor.2011.01.001.
Golder, S. A., Wilkinson, D. M., & Huberman, B. A. (2007) Rhythms of social interaction:
messaging within a massive online network. In C. Steineld, B. T. Pentland, M.
Ackerman, & N. Contractor (Eds.), Communities and technologies (pp. 4166).
Springer, London. <http://link.springer.com/chapter/10.1007/978-1-84628-905
-7_3> Accessed 04.01.14.
Greene, W. H. (2003) Econometric analysis. Prentice Hall, Upper Saddle River, NJ.
Hanna, R., Rohm, A., & Crittenden, V. L. (2011) Were all connected: the power of the
social media ecosystem. Business Horizons 54, 265273. doi:10.1016/
j.bushor.2011.01.007.
Hansen, D. L., Schneiderman, B., & Smith, M. A. (2011) Analyzing social media networks
with NodeXL: insights from a connected world. M. Kaufmann, Amsterdam; Boston.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy,
A., et al. (2010) The impact of new media on customer relationships. Journal of
Service Research 13(3), 311330. doi:10.1177/1094670510375460.
Hettler, U. (2010) Social media marketing: marketing mit Blogs, sozialen Netzwerken
und weiteren Anwendungen des Web 2.0. Oldenbourg, Mnchen.
Heymann-Reder, D. (2011) Social media marketing: strategien fr Sie und
Ihr Unternehmen. Addison Wesley in Pearson Education Deutschland,
Mnchen.
Hollenbeck, C. R., & Kaikati, A. M. (2012) Consumers use of brands to reect their
actual and ideal selves on Facebook. International Journal of Research in Marketing
29(4), 395405. doi:10.1016/j.ijresmar.2012.06.002.
Hong, L., Dan, O., & Davison, B. D. (2011) Predicting popular messages in Twitter. In
Proceedings of the 20th International Conference Companion on World Wide Web
(pp. 5758). ACM., New York, NY, USA. doi:10.1145/1963192.1963222.
IAB Spain Research & Elogia. (2011). III estudio sobre redes sociales en internet. IAB
Spain Research and Elogia. <http://www.iabspain.net/wp-content/plugins/
download-monitor/download.php?id=73> Accessed 05.21.13.
Kilian, T., & Langner, S. (2010) Online-Kommunikation: Kunden zielsicher verfhren und
beeinussen. Gabler, Wiesbaden.
Kozinets, R. V., de Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010) Networked
narratives: understanding word-of-mouth marketing in online communities.
Journal of Marketing 74, 7189.
Lawrence, D., Pownal, C., Jrg, D., & Carmo, C. (2011). 2011 Fortune Global 100 social
media study. The Burson-Marsteller Blog, February 15. <http://www.burson
-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/Lists/
Posts/Post.aspx?ID=254> Accessed 05.21.13.
Mangold, W. G., & Faulds, D. J. (2009) Social media: the new hybrid element of the
promotion mix. Business Horizons 52, 357365. doi:10.1016/j.bushor.2009.03
.002.
Moldovan, S., Goldenberg, J., & Chattopadhyay, A. (2011) The different roles of product
originality and usefulness in generating word-of-mouth. International Journal of
Research in Marketing 28(2), 109119. doi:10.1016/j.ijresmar.2010.11.003.
Pletikosa Cvijikj, I., & Michahelles, F. (2011) A case study of the effects of moderator
posts within a Facebook brand page. Social Informatics 6984, 161170.
Pletikosa Cvijikj, I., & Michahelles, F. (2013) Online engagement factors on Facebook
brand pages. Social Network Analysis and Mining 3, 843861. doi:10.1007/s13278013-0098-8.
Radwanick, S., Lipsman, A., & Aquino, C. (2011). Its a social world: top 10 need-to-knows
about social networking and where its headed. comScore. <http://
www.comscore.com/Press_Events/Presentations_Whitepapers/2011/it_is
_a_social_world_top_10_need-to-knows_about_social_networking> Accessed
05.21.13.
Rehmani, M., & Khan, M. I. (2011) The impact of E-media on customer purchase
intention. International Journal of Advanced Computer Science and Applications 2,
100103.
Rutz, O. J., & Bucklin, R. E. (2011) From generic to branded: a model of spillover in
paid search advertising. Journal of Marketing Research 48, 87102. doi:10.1509/
jmkr.48.1.87.
Sabate, F., Berbegal, J., Consolacin, C., & Caabate, A. (2009) SEO strategies in
booksellers sector. Intangible Capital 5, 321. doi:10.3926/ic.2009.v5n3.p321
-346.
Sabate, F., Canabate, A., Velarde-Iturralde, M.-A., & Grinon-Barcelo, R. (2010) Use of
internet promotion strategies by the Spanish travel agencies. Profesional De La
Informacion 19, 149159. doi:10.3145/epi.2010.mar.05.
Sashi, C. M. (2012) Customer engagement, buyer-seller relationships, and social media.
Management Decision 50(12), 253272. doi:10.1108/00251741211203551.
Scott, D. M. (2007) The new rules of marketing and PR: how to use news releases, blogs,
podcasting, viral marketing, & online media to reach buyers directly. John Wiley &
Sons, Hoboken, NJ.
Sierra Snchez, J. (2012) Factors inuencing a students decision to pursue a
communications degree in Spain. Intangible Capital 8, 4360. doi:10.3926/ic.277.
Silverman, D. (2012). IAB internet advertising revenue report. 2011 Full Year results.
Interactive Advertising Bureau and PricewaterhouseCoopers. <http://
www.iab.net/media/le/IAB_Internet_Advertising_Revenue_Report_FY
_2011.pdf> Accessed 05.21.13.
Simmons, G. (2008) Marketing to postmodern consumers: introducing the internet
chameleon. European Journal of Marketing 42, 299310. doi:10.1108/
03090560810852940.
Singh, V. K., Jain, R., & Kankanhalli, M. (2011) Mechanism design for incentivizing
social media contributions. In S. C. H. Hoi, J. Luo, S. Boll, D. Xu, R. Jin, & I. King
(Eds.), Social media modeling and computing (pp. 121143). Springer London,
London. <http://rd.springer.com/chapter/10.1007/978-0-85729-436-4_6> Accessed
10.10.12.
Smith, A. N., Fischer, E., & Yongjian, C. (2012) How does brand-related user-generated
content differ across YouTube, Facebook, and Twitter? Journal of Interactive
Marketing 26, 102113. doi:10.1016/j.intmar.2012.01.002.
Smith, P. R., & Zook, Z. (2011) Marketing communications: integrating oine and online
with social media. Kogan Page, London [u.a.].
Sterne, J. (2010) Social media metrics: how to measure and optimize your marketing
investment. John Wiley, Hoboken, N.J.
Suh, B., Hong, L., Pirolli, P., & Chi, E. H. (2010). Want to be retweeted? Large scale
analytics on factors impacting retweet in Twitter network. In Social Computing
(SocialCom) 2010 IEEE Second International Conference on Social Computing (pp.
177184). Presented at the 2010 IEEE Second International Conference on Social
Computing (SocialCom). Minneapolis, MN: IEEE. doi:10.1109/SocialCom.2010
.33.
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001
ARTICLE IN PRESS
F. Sabate et al./European Management Journal (2014)
Sun, E., Rosenn, I., Marlow, C., & Lento, T. (2009). Gesundheit! Modeling contagion
through Facebook news feed. In Proceedings of the third international AAAI
conference on weblogs and social media. Presented at the International AAAI
Conference on Weblogs and Social Media, San Jose, CA: AAAI Press. <http://
snap.stanford.edu/class/cs224w-readings/sun09contagion.pdf> Accessed 10.10.12.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009) Effects of word-of-mouth versus
traditional marketing: ndings from an internet social networking site. Journal
of Marketing 73, 90102.
Tuten, T. L. (2008) Advertising 2.0: social media marketing in a Web 2.0 world. Praeger
Publishers, Westport, CT.
Urban, G. L. (2003). Customer advocacy: is it for you? (Working Paper No. 175).
<http://digital.mit.edu/research/papers/175_Urban_Trust.pdf> Accessed 10.10.12.
11
Verhoef, P. C., & Lemon, K. N. (2013) Successful customer value management: key
lessons and emerging trends. European Management Journal 31(1), 115.
doi:10.1016/j.emj.2012.08.001.
Xiang, Z., & Gretzel, U. (2010) Role of social media in online travel information
search. Tourism Management 31, 179188. doi:10.1016/j.tourman.2009.02
.016.
Ye, Q., Law, R., & Gu, B. (2009) The impact of online user reviews on hotel room sales.
International Journal of Hospitality Management 28, 180182. doi:10.1016/
j.ijhm.2008.06.011.
Zhang, L., Peng, T.-Q., Zhang, Y.-P., Wang, X.-H., & Zhu, J. J. H. (2014) Content or context:
which matters more in information processing on microblogging sites. Computers
in Human Behavior 31, 242249. doi:10.1016/j.chb.2013.10.031.
Please cite this article in press as: Ferran Sabate, Jasmina Berbegal-Mirabent, Antonio Caabate, Philipp R. Lebherz, Factors influencing popularity of branded content in
Facebook fan pages, European Management Journal (2014), doi: 10.1016/j.emj.2014.05.001