Content Strategies for Facebook Marketing: A Case Study of a Leading Fast-Food Brand Page

  • Len Tiu Wright
  • Hazem Gaber
  • Robin Robin
  • Huifen Cai
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


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.


Facebook Engagement behaviours Brand page Fast food Content analysis Social media Marketing 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  • Len Tiu Wright
    • 1
  • Hazem Gaber
    • 2
  • Robin Robin
    • 1
  • Huifen Cai
    • 3
  1. 1.Universtiy of HuddersfieldHuddersfieldUK
  2. 2.Arab Academy for Science, Technology & Maritime Transport, Egypt and University of HuddersfieldHuddersfieldUK
  3. 3.Middlesex UniversityLondonUK

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