Social Media Marketing for Businesses: Organic Promotions of Web-Links on Facebook

Yash Chawla and Grzegorz Chodak ()

No WORMS/20/03, WORking papers in Management Science (WORMS) from Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology

Abstract: Effectiveness of social media marketing is a topic of great interest for researchers as well as marketers. To enrich the literature, regarding the effectiveness of various types of posts with a web-link, we design and conduct an experiment on Facebook (FB). This experiment was conducted in a real business environment, through the FB fan page of a Polish e-commerce store. The observations were analysed through simple linear regression and metrics adapted for this particular experiment from the literature. Results show that a web-link placed in the comments of an FB post, instead of the caption, is more lucrative. It is also shown that, based on the campaign aims, the metrics can give valuable information about the time of posting, as well as the interval between posts.

Keywords: Media Marketing; Facebook Marketing; Organic Promotion; Web links; External links (search for similar items in EconPapers)
JEL-codes: D12 D90 D91 Q01 Q55 (search for similar items in EconPapers)
Pages: 23 pages
Date: 2020-02-25
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Published in Journal of Business Research

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https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_20_03.pdf Original version, 2020 (application/pdf)

Related works:
Journal Article: Social media marketing for businesses: Organic promotions of web-links on Facebook (2021)
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