 Evaluating Facebook brand content popularity for service versus goods offeringsKunal Swani and George R. Milne Journal of Business Research, 2017, vol. 79, issue C, 123-133 Abstract: Marketers using social media are struggling with its successful implementation, specifically in engaging their audiences through creation of popular brand content. Yet, creating popular brand content can lead to positive financial and brand outcomes. This research examines Fortune 500 companies' brand content strategies that contribute to Facebook content popularity metrics (i.e., number of likes and comments) for service versus goods offerings. Building on psychological motivation theory and the noted differences in culture and capabilities between goods and service firms, the article analyzes the key differences in service and goods brand content strategies in terms of branding, message appeals, and vividness. The findings from a multivariate multilevel Poisson model show that the use of corporate brand names is more popular for service messages whereas the use of product brand names, images, and videos is more popular for goods messages. Furthermore, service messages generate a higher number of comments than goods messages. Keywords: Services marketing; Facebook; Marketing communications; Social media; Word of mouth (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:79:y:2017:i:c:p:123-133 DOI: 10.1016/j.jbusres.2017.06.003 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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