Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook

  • Philipp A. Rauschnabel
  • Sandra Praxmarer
  • Bjorn S. Ivens
Part of the European Advertising Academy book series (EAA)


The use of social networks is becoming more and more popular among consumers (Fox et al., 2010). Facebook, for instance, the predominant network online, has more than 700 Mio. members who often visit the platform several times a week (Poynter, 2008). Thus, social networks offer interesting perspectives for marketers (Eisend and Küster-Rohde, 2008; Zhang, 2010), and it is not surprising that several marketers already use Facebook as a marketing tool (e.g., Coca Cola, Red Bull, Audi, and many others) or plan to be present in social networks in the future (e.g., Busby et al., 2010; CFMR, 2009).


Design Feature Marketing Tool Advertising Message Media Element Online Posting 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Philipp A. Rauschnabel
    • 1
  • Sandra Praxmarer
    • 2
  • Bjorn S. Ivens
    • 3
  1. 1.University of BambergGermany
  2. 2.University of BambergGermany
  3. 3.University of BambergGermany

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