MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES
Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted;...
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| Format: | Article |
| Language: | English |
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Universitas Gadjah Mada
2019-05-01
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| Series: | Journal of Indonesian Economy and Business |
| Subjects: | |
| Online Access: | https://jurnal.ugm.ac.id/jieb/article/view/45755 |
| _version_ | 1818621125631934464 |
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| author | Tri Hanifawati Utan Sahiro Ritonga Euis Evi Puspitasari |
| author_facet | Tri Hanifawati Utan Sahiro Ritonga Euis Evi Puspitasari |
| author_sort | Tri Hanifawati |
| collection | DOAJ |
| description | Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages. |
| first_indexed | 2024-12-16T18:04:18Z |
| format | Article |
| id | doaj.art-51eea2d1aa1e41fbb975922f8ee026eb |
| institution | Directory Open Access Journal |
| issn | 2085-8272 2338-5847 |
| language | English |
| last_indexed | 2024-12-16T18:04:18Z |
| publishDate | 2019-05-01 |
| publisher | Universitas Gadjah Mada |
| record_format | Article |
| series | Journal of Indonesian Economy and Business |
| spelling | doaj.art-51eea2d1aa1e41fbb975922f8ee026eb2022-12-21T22:21:57ZengUniversitas Gadjah MadaJournal of Indonesian Economy and Business2085-82722338-58472019-05-0134218720710.22146/jieb.4575525963MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIESTri Hanifawati0Utan Sahiro Ritonga1Euis Evi Puspitasari2Department of Agribusiness, Faculty of Science and Technology, University Muhammadiyah BandungDepartment of Agribusiness, Faculty of Science and Technology, University Muhammadiyah BandungDepartment of Communication Science, Faculty of Social and Humaniora, University Muhammadiyah BandungIntroduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.https://jurnal.ugm.ac.id/jieb/article/view/45755brand popularity, brand communication, branding strategy, social media marketing, online marketing |
| spellingShingle | Tri Hanifawati Utan Sahiro Ritonga Euis Evi Puspitasari MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES Journal of Indonesian Economy and Business brand popularity, brand communication, branding strategy, social media marketing, online marketing |
| title | MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES |
| title_full | MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES |
| title_fullStr | MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES |
| title_full_unstemmed | MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES |
| title_short | MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES |
| title_sort | managing brands popularity on facebook post time content and brand communication strategies |
| topic | brand popularity, brand communication, branding strategy, social media marketing, online marketing |
| url | https://jurnal.ugm.ac.id/jieb/article/view/45755 |
| work_keys_str_mv | AT trihanifawati managingbrandspopularityonfacebookposttimecontentandbrandcommunicationstrategies AT utansahiroritonga managingbrandspopularityonfacebookposttimecontentandbrandcommunicationstrategies AT euisevipuspitasari managingbrandspopularityonfacebookposttimecontentandbrandcommunicationstrategies |