Skip to main content
SpringerLink
Log in

A Case Study of the Effects of Moderator Posts within a Facebook Brand Page

  • Conference paper
Social Informatics (SocInfo 2011)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 6984))

Included in the following conference series:

Abstract

Social networks have become an additional marketing channel that could be integrated with the traditional ones, such as news and television media, as well as online channels. User participation as a main feature of the social networks imposes challenges to the traditional one-way marketing, resulting in companies experimenting with many different approaches, thus shaping a successful social media approach based on the trial-and-error experiences. Our study analyses the effects of moderator posts characteristics such as post type, category and posting day, on the user interaction in terms of number of comments and likes, and interaction duration for the domain of a sponsored Facebook brand page. Our results show that there is a significant effect of the post type and category on likes and comments (p < 0.0001) as well as on interaction duration (p < 0.01). The posting day has effect only over the comments ratio (p < 0.05). We discuss the implications of our findings for social media marketing.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Brandt, K.S.: You Should be on YouTube. ABA Bank Marketing 40(6), 28–33 (2008)

    Google Scholar 

  2. Palmer, A., Koenig-Lewis, N.: An experiential, social network-based approach to direct marketing. Direct Marketing: An International Journal 3(3), 162–176 (2009)

    Article  Google Scholar 

  3. Gordhamer, S.: 4 Ways Social Media is Changing Business. Mashable.com (2009), http://mashable.com/2009/09/22/social-media-business/

  4. Boyd, D.M., Ellison, N.B.: Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication 13(1), 210–230 (2008)

    Article  Google Scholar 

  5. Facebook Statistics, http://www.facebook.com/press/info.php?statistics

  6. Alexa.com, http://www.alexa.com

  7. Lampe, C., Ellison, N., Steinfield, C.: A Face (book) in the crowd: Social searching vs. social browsing. In: Proceedings of the 20th Anniversary Conference on CSCW, pp. 167–170 (2006)

    Google Scholar 

  8. Joinson, A.N.: Looking at, looking up or keeping up with people?: Motives and use of Facebook. In: Proceeding of the Twenty-Sixth Annual SIGCHI Conference on Human Factors in Computing Systems, pp. 1027–1036 (2008)

    Google Scholar 

  9. Nazir, A., Raza, S., Chuah, C.N.: Unveiling Facebook: a measurement study of social network based applications. In: Proceedings of the 8th ACM SIGCOMM Conference on Internet Measurement, pp. 43–56 (2008)

    Google Scholar 

  10. Golder, S., Wilkinson, D., Huberman, B.A.: Rhythms of Social Interaction: Messaging within a Massive Online Network. In: International Conference on Communities and Technologies (2007)

    Google Scholar 

  11. Gjoka, M., Sirivianos, M., Markopoulou, A., Yang, X.: Poking Facebook: Characterization of OSN Applications. In: Workshop on Online Social Networks (2008)

    Google Scholar 

  12. Coon, M.: Social Media Marketing: Successful Case Studies of Businesses Using Facebook and YouTube With An In-Depth Look into the Business Use of Twitter. M.A. Thesis (2010), http://comm.stanford.edu/coterm/projects/2010/maddycoon.pdf

  13. Harris, L., Rae, A.: Social networks: the future of marketing for small business. Journal of Business Strategy 30(5), 24–31 (2009)

    Article  Google Scholar 

  14. Li, C.: How consumers use social networks. Forrester Research Paper (2007), http://www.eranium.at/blog/upload/consumers_socialmedia.pdf

  15. Agozzino, A.L.: Millennial students relationship with 2008 top 10 social media brands via social media tools. Office. Bowling Green State University (2010), http://gradworks.umi.com/34/05/3405748.html

  16. Bolotaeva, V., Cata, T.: Marketing Opportunities with Social Networks. Journal of Internet Social Networking and Virtual Communities (2010)

    Google Scholar 

  17. Weston, R.: 7 Social Networking Strategies. Entrepreneur.com (2008), http://www.entrepreneur.com/technology/bmighty/article191312.html

  18. Brown, J., Broderick, A.J., Lee, N.: Word of mouth communication within online communities: Conceptualizing the online social network. Journal of Interactive Marketing 21(3), 2–20 (2007)

    Article  Google Scholar 

  19. Haven, B., Vittal, S.: Measuring Engagement. Forrester Research Group (2008), http://www.adobe.com/engagement/pdfs/measuring_engagement.pdf

  20. Sterne, J.: Social Media Metrics. How to measure and optimize your marketing investment. John Wiley and Sons, Hoboken(2010)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Information Management, ETH Zurich, Scheuchzerstrasse 7, 8092, Zurich, Switzerland

    Irena Pletikosa Cvijikj & Florian Michahelles

Authors
  1. Irena Pletikosa Cvijikj
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Florian Michahelles
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. School of Computer Engineering, Nanyang Technological University (NTU), Block N4, Nanyang Avenue, 639798, Singapore

    Anwitaman Datta

  2. University of Massachusetts Amherst, Thompson Hall, 200 Hicks Way, 01003, Amherst, MA, USA

    Stuart Shulman

  3. Singapore Management University, Singapore

    Baihua Zheng

  4. Graduate Institute of Networking and Multimedia, Department of Computer Science and Information Engineering, National Taiwan University,, Roosevelt Rd., 10617, Taipei, Taiwan

    Shou-De Lin

  5. School of Computer Engineering, Nanyang Technological University, Block N4, Nanyang Avenue, 639798, Singapore

    Aixin Sun

  6. School of Information Systems, Singapore Management University, 80 Stamford Rd, 178902, Singapore

    Ee-Peng Lim

Rights and permissions

Reprints and permissions

Copyright information

© 2011 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Pletikosa Cvijikj, I., Michahelles, F. (2011). A Case Study of the Effects of Moderator Posts within a Facebook Brand Page. In: Datta, A., Shulman, S., Zheng, B., Lin, SD., Sun, A., Lim, EP. (eds) Social Informatics. SocInfo 2011. Lecture Notes in Computer Science, vol 6984. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-24704-0_21

Download citation

  • DOI: https://doi.org/10.1007/978-3-642-24704-0_21

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-24703-3

  • Online ISBN: 978-3-642-24704-0

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation