Enhancing User Engagement on Brand Fan Pages: An Analysis of Facebook Posts

• 영문명: Enhancing User Engagement on Brand Fan Pages: An Analysis of Facebook Posts
• 발행기관: 한국상품학회
• 저자명: Yiyue Yuan 주경희(Kyounghee Chu)
• 간행물 정보: 『상품학연구』제41권 제6호, 1~7쪽, 전체 7쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

This study aims to delve into the factors that shape user responses on brand fan pages, with a specific focus on images. Diverging from prior studies, it delves deep into the influence of both quantity and nature (static vs. dynamic) of images and explores how they impact user engagement metrics such as likes, comments, and shares. Our methodology involved extensive data collection, sourced from the Facebook fan pages of six distinct brands, utilizing web-crawling methods. One of the pivotal discoveries of this research underscores the profound influence of visual content, particularly images, on user engagement. Images serve as powerful augmentations, enhancing the vividness of posts and effectively seizing users' attention. In this era of technological advancement, Facebook has evolved to support not only static images but also dynamic ones. This study has unveiled two critical insights: firstly, an increased quantity of images exerts a positive influence on user engagement, and secondly, notably, the dynamic images demonstrates mixed impacts on user engagement metrics, negatively affecting “likes” but positively influencing “shares”, while having no impact on “comments”. This suggests the importance of strategically balancing static and dynamic images in social media marketing efforts. These findings offer substantial insights for refining content strategies and optimizing marketing efforts in the digital landscape. It underscores the necessity of a strategic and nuanced approach to image utilization, emphasizing the potential for enhancing consumer engagement and the broader impact on social media marketing effectiveness.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Methodology and Result

Ⅳ. Conclusion and Implications

Ⅴ. Limitations and Future Research

Reference

키워드

image quantity dynamic image static image engagement Facebook brand fan pages