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International Conference on Business Information Systems

BIS 2015: Business Information Systems pp 299–308Cite as

Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 208))

Abstract

This research explores the posting quantity and posting types most likely to create brand engagement on Facebook brand-fan pages. Using content analysis, the study explores five posting types: product, price, place, promotion, and others, by analyzing 1,577 posts from 183 brand-fan pages. Findings suggest that high posting amount could increase brand popularity. Thus, a brand-fan page’s content provider should add more price information, promotional information, other informational content, and emotional content on posted messages. This work amends the social media marketing literature by including the concept of marketing mix along with uses and gratifications (U&G). It also combines likes, comments, and shares to represent the post popularity. The study provides some managerial implications for effectively planning the content strategy to engage more fans or potential customers in brand-fan pages.

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Author information

Authors and Affiliations

  1. MIS Department, Thammasat Business School, Thammasat University, Bangkok, Thailand

    Mathupayas Thongmak

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  1. Mathupayas Thongmak
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Correspondence to Mathupayas Thongmak .

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Editors and Affiliations

  1. Department of Information Systems, Poznań University of Economics, Poznań, Poland

    Witold Abramowicz

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Thongmak, M. (2015). Engaging Facebook Users in Brand Pages: Different Posts of Marketing-Mix Information. In: Abramowicz, W. (eds) Business Information Systems. BIS 2015. Lecture Notes in Business Information Processing, vol 208. Springer, Cham. https://doi.org/10.1007/978-3-319-19027-3_24

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  • DOI: https://doi.org/10.1007/978-3-319-19027-3_24

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-19026-6

  • Online ISBN: 978-3-319-19027-3

  • eBook Packages: Computer ScienceComputer Science (R0)

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