Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing

Lisette de Vries, Sonja Gensler and Peter S.H. Leeflang

Journal of Interactive Marketing, 2012, vol. 26, issue 2, 83-91

Abstract: Social media outlets constitute excellent vehicles for fostering relationships with customers. One specific way to do this is to create brand fan pages on social networking sites. Companies can place brand posts (containing videos, messages, quizzes, information, and other material) on these brand fan pages. Customers can become fans of these brand fan pages, and subsequently indicate that they like the brand post or comment on it. This liking and commenting on brand posts reflects brand post popularity. In this article, we determine possible drivers for brand post popularity. We analyze 355 brand posts from 11 international brands spread across six product categories.

Keywords: Social media; Social networking sites; Marketing communications; Relationship marketing (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (245)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:26:y:2012:i:2:p:83-91

DOI: 10.1016/j.intmar.2012.01.003

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