Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information

  • Mathupayas Thongmak
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 208)


This research explores the posting quantity and posting types most likely to create brand engagement on Facebook brand-fan pages. Using content analysis, the study explores five posting types: product, price, place, promotion, and others, by analyzing 1,577 posts from 183 brand-fan pages. Findings suggest that high posting amount could increase brand popularity. Thus, a brand-fan page’s content provider should add more price information, promotional information, other informational content, and emotional content on posted messages. This work amends the social media marketing literature by including the concept of marketing mix along with uses and gratifications (U&G). It also combines likes, comments, and shares to represent the post popularity. The study provides some managerial implications for effectively planning the content strategy to engage more fans or potential customers in brand-fan pages.


Facebook Brand Fan pages Posts Marketing mix Uses and gratifications 


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.MIS Department, Thammasat Business SchoolThammasat UniversityBangkokThailand

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