How Marketers Can Induce Consumer Awareness and Interactions in Facebook Brand Pages? - Drivers and Outcomes

  • Mathupayas ThongmakEmail author
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 990)


Marketer-generated content influence the fans’ responses to social media. Provide the right content to the right target audiences at the right time could increase online engagement. Brands existing in online social media could attain brand awareness and engagement. Therefore, this paper aims to analyze the factors determining consumer awareness and interactions with the brand-posted content and consequences of this awareness and interactions, by collecting the objective measures from the secondary sources. Data such as posts per day, engagement rate, PTAT are collected from almost 300 famous national and international brand fan pages from 9 industries in Thailand. An empirical analysis using simple and multiple linear regression is conducted to test the proposed hypotheses. The results show the insights of social media strategies among 9 brand categories. Pictures and videos are popularly used as the content strategies. However, the percentage of the picture and video posts do not directly affect the engagement rate. Total fans significantly determine the consumer awareness and interactions (PTAT), which later drive more of the new likes. This study contributes to the existing literature in terms of using objective measures and widely exploring brands in various categories, filling the research gaps with interesting results and guiding what should be added for brands in each category.


Facebook fan pages Social interactions PTAT Online engagement Marketer-generated content 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Thammasat Business SchoolThammasat UniversityBangkokThailand

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