An Analytical Study of the Facebook Content Management Strategies of Dominos India

Priyanka Bhardwaj, Rohit Singh Adhikari and Vandana Ahuja
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Priyanka Bhardwaj: Jaypee Institute of Information Technology, Noida, Uttar Pradesh, India
Rohit Singh Adhikari: Jaypee Institute of Information Technology, Noida, Uttar Pradesh, India
Vandana Ahuja: Jaypee Institute of Information Technology, Noida, Uttar Pradesh, India

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2014, vol. 5, issue 1, 64-78

Abstract: This paper attempts to take a dive into the Facebook marketing approaches and tactics of Dominos India. With this paper, there has been an effort to analyse the content at the Facebook page of Dominos, while trying to figure out which kind of content was able to build more relationship with the consumers on the basis of number of likes, shares and comments. A relationship between the aforementioned variables has also been established using the Pearson Correlation Coefficient. Also, a simple linear regression model has been applied to these variables to further prove on this relationship in order to attest to the fact that more posts on the Facebook page result in higher traffic and better engagement. Facebook marketing is about indulging in quality interactions with the consumers and then tapping their sentiments. An online brand community can be built to engage with consumers and brands thus have an opportunity to exploit the potential of social media. A brand community is a non-geographical, virtual community pertaining to a brand built on the foundations of the social relations among the various stakeholders/admirers of the brand. To develop a brand community the companies create a page on Facebook concerning a particular brand. The advantage of such a community is that not only it leverages a wider reach for a particular brand but it also lets all the members build connections around the brand. Here, the freely expressed opinion of individuals can be recorded and the results can be quantified to gauge changes over time. Analysis on the gathered data can be done using various analytical tools.

Date: 2014
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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