Advertisement

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)

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.

Keywords

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

References

  1. Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34.CrossRefGoogle Scholar
  2. Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27.CrossRefGoogle Scholar
  3. Barger, V. A., Peltier, J., Schultz, D., & Zahay, D. (2016). Social media and consumer engagement: A review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287.Google Scholar
  4. Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23–32.CrossRefGoogle Scholar
  5. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114.CrossRefGoogle Scholar
  6. Bryman, A. (2015). Social research methods. Oxford, UK: Oxford University Press.Google Scholar
  7. Chan, T. K. H., Zheng, X., Cheung, C. M. K., Lee, M. K. O., & Lee, Z. W. Y. (2014). Antecedents and consequences of customer engagement in online brand communities. Journal of Marketing Analytics, 2(2), 81–97.CrossRefGoogle Scholar
  8. Chow, W. S., & Shi, S. (2015). Investigating customers’ satisfaction with brand pages in social networking sites. Journal of Computer Information Systems, 55(2), 48–58.CrossRefGoogle Scholar
  9. Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861.CrossRefGoogle Scholar
  10. Dahl, S. (2015). Social media marketing: Theories & applications. Los Angeles, CA: SAGE.Google Scholar
  11. De Vries, L., Gensler, S., & Leeflang, 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(2), 83–91.CrossRefGoogle Scholar
  12. Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: A social media perspective. Journal of Product & Brand Management, 24(1), 28–42.CrossRefGoogle Scholar
  13. Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2015). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 1–17.Google Scholar
  14. Dunne, Á., Lawlor, M.-A., & Rowley, J. (2010). Young people’s use of online social networking sites – A uses and gratifications perspective. Journal of Research in Interactive Marketing, 4(1), 46–58.CrossRefGoogle Scholar
  15. Facebook. (2016). “Company Info.”Google Scholar
  16. Gaber, H. R., & Wright, L. T. (2014). Fast-food advertising in social media. A case study on Facebook in Egypt. Journal of Business and Retail Management Research, 9(1), 52–63.Google Scholar
  17. Gallego, M. D., Bueno, S., & Noyes, J. (2016). Second life adoption in education: A motivational model based on uses and gratifications theory. Computers & Education, 100, 81–93.CrossRefGoogle Scholar
  18. Habibi, M. R., Laroche, M., & Richard, M.-O. (2016). Testing an extended model of consumer behavior in the context of social media-based brand communities. Computers in Human Behavior, 62, 292–302.CrossRefGoogle Scholar
  19. Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342–351.CrossRefGoogle Scholar
  20. Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344–361.CrossRefGoogle Scholar
  21. Kang, J. (2011). “Social media marketing in the hospitality industry: The role of benefits in increasing brand community participation and the impact of participation on consumer trust and commitment toward hotel and restaurant brands.”Google Scholar
  22. Kang, J., Liang, T., & Fiore, A. M. (2015). Restaurant brand pages on Facebook: Do active member participation and monetary sales promotions matter? International Journal of Contemporary Hospitality Management, 27(7), 1662–1684.CrossRefGoogle Scholar
  23. Katz, E. (1959). Mass communications research and the study of popular culture: An editorial note on a possible future for this journal. Studies in Public Communication, 2, 1.Google Scholar
  24. Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.CrossRefGoogle Scholar
  25. Kim, D.-H., Spiller, L., & Hettche, M. (2015). Analyzing media types and content orientations in facebook for global brands. Journal of Research in Interactive Marketing, 9(1), 4–30.CrossRefGoogle Scholar
  26. Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373.CrossRefGoogle Scholar
  27. Lee, L., & Oh, W. (2015). Thumbs up, sales up? The contingent effect of Facebook likes on sales performance in social commerce. Journal of Management Information Systems, 32(4), 109–143.CrossRefGoogle Scholar
  28. Levy, M. R., & Windahl, S. (1984). Audience activity and gratifications a conceptual clarification and exploration. Communication Research, 11(1), 51–78.CrossRefGoogle Scholar
  29. Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human Communication Research, 28(4), 587–604.CrossRefGoogle Scholar
  30. Luarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505–519.CrossRefGoogle Scholar
  31. Muniz, A. M., & O’guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412–432.CrossRefGoogle Scholar
  32. Nel, J., & Halaszovich, T. (2015). The influence of satisfaction on Facebook fan page 'Like' intentions. Management Dynamics, 24(1), 26.Google Scholar
  33. Padgett, B. C., Kim, H., Goh, B. K., & Huffman, L. (2013). The usefulness of the theory of planned behavior: Understanding U.S. fast food consumption of generation Y Chinese consumers. Journal of Foodservice Business Research, 16(5), 486–505.CrossRefGoogle Scholar
  34. Quan-Haase, A., & Young, A. L. (2010). Uses and gratifications of social media: A comparison of Facebook and instant messaging. Bulletin of Science, Technology & Society, 30(5), 350–361.CrossRefGoogle Scholar
  35. Quinn, K. (2016). Why we share: A uses and gratifications approach to privacy regulation in social media use. Journal of Broadcasting & Electronic Media, 60(1), 61–86.CrossRefGoogle Scholar
  36. Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass communication & society, 3(1), 3–37.CrossRefGoogle Scholar
  37. Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7–22.Google Scholar
  38. Shi, Y.-Z., Cheung, K.-M., & Prendergast, G. (2005). Behavioural response to sales promotion tools: A Hong Kong study. International Journal of Advertising, 24(4), 469–489.CrossRefGoogle Scholar
  39. Su, N., Reynolds, D., & Sun, B. (2015). How to make your Facebook posts attractive: A case study of a leading budget hotel brand fan page. International Journal of Contemporary Hospitality Management, 27(8), 1772–1790.CrossRefGoogle Scholar
  40. Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), 927–943.CrossRefGoogle Scholar
  41. Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216–223.CrossRefGoogle Scholar

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

Personalised recommendations