Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore
Businesses often rely on social networking sites such as Facebook for marketing purposes. They create brand pages to disseminate brand-related posts among potential customers. Some brand-posts become popular by attracting substantial likes, comments and shares. In contrast, others remain largely ign...
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| Format: | Conference Paper |
| Language: | English |
| Published: |
2017
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| Online Access: | https://hdl.handle.net/10356/85831 http://hdl.handle.net/10220/43863 http://www.iaeng.org/publication/IMECS2015/IMECS2015_pp363-368.pdf |
| _version_ | 1826113208209899520 |
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| author | Chua, Alton Yeow Kuan Banerjee, Snehasish |
| author2 | Wee Kim Wee School of Communication and Information |
| author_facet | Wee Kim Wee School of Communication and Information Chua, Alton Yeow Kuan Banerjee, Snehasish |
| author_sort | Chua, Alton Yeow Kuan |
| collection | NTU |
| description | Businesses often rely on social networking sites such as Facebook for marketing purposes. They create brand pages to disseminate brand-related posts among potential customers. Some brand-posts become popular by attracting substantial likes, comments and shares. In contrast, others remain largely ignored. To address this conundrum, this paper investigates the extent to which provision of incentives, as well as vividness and interactivity of brand-posts are related to their popularity in Facebook. Drawing data for brands in Singapore, three key findings are gleaned. First, brand-posts that provide incentives were unlikely to become popular. Second, vivid brand-posts were more likely to become popular vis-à-vis those that lacked vividness. Third, increase in interactivity of brand-posts up to an optimum level resulted in increasing popularity, beyond which there was a negative relationship. |
| first_indexed | 2024-10-01T03:19:27Z |
| format | Conference Paper |
| id | ntu-10356/85831 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:19:27Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | ntu-10356/858312019-12-06T16:10:58Z Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore Chua, Alton Yeow Kuan Banerjee, Snehasish Wee Kim Wee School of Communication and Information Proceedings of the International MultiConference of Engineers and Computer Scientists (IMECS) 2015 Marketing Facebook Businesses often rely on social networking sites such as Facebook for marketing purposes. They create brand pages to disseminate brand-related posts among potential customers. Some brand-posts become popular by attracting substantial likes, comments and shares. In contrast, others remain largely ignored. To address this conundrum, this paper investigates the extent to which provision of incentives, as well as vividness and interactivity of brand-posts are related to their popularity in Facebook. Drawing data for brands in Singapore, three key findings are gleaned. First, brand-posts that provide incentives were unlikely to become popular. Second, vivid brand-posts were more likely to become popular vis-à-vis those that lacked vividness. Third, increase in interactivity of brand-posts up to an optimum level resulted in increasing popularity, beyond which there was a negative relationship. Published version 2017-10-12T05:07:06Z 2019-12-06T16:10:58Z 2017-10-12T05:07:06Z 2019-12-06T16:10:58Z 2015 Conference Paper Chua, A. Y. K., & Banerjee, S. (2015). Marketing via social networking sites: A study of brand-post popularity for brands in Singapore. Proceedings of the International MultiConference of Engineers and Computer Scientists (IMECS) 2015, 363-368. https://hdl.handle.net/10356/85831 http://hdl.handle.net/10220/43863 http://www.iaeng.org/publication/IMECS2015/IMECS2015_pp363-368.pdf en © 2015 International Association of Engineers (IAENG). This paper was published in Proceedings of the International MultiConference of Engineers and Computer Scientists (IMECS) 2015 and is made available as an electronic reprint (preprint) with permission of International Association of Engineers (IAENG). The published version is available at: [http://www.iaeng.org/publication/IMECS2015/IMECS2015_pp363-368.pdf]. One print or electronic copy may be made for personal use only. Systematic or multiple reproduction, distribution to multiple locations via electronic or other means, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper is prohibited and is subject to penalties under law. 6 p. application/pdf |
| spellingShingle | Marketing Chua, Alton Yeow Kuan Banerjee, Snehasish Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore |
| title | Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore |
| title_full | Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore |
| title_fullStr | Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore |
| title_full_unstemmed | Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore |
| title_short | Marketing via Social Networking Sites: A Study of Brand-Post Popularity for Brands in Singapore |
| title_sort | marketing via social networking sites a study of brand post popularity for brands in singapore |
| topic | Marketing |
| url | https://hdl.handle.net/10356/85831 http://hdl.handle.net/10220/43863 http://www.iaeng.org/publication/IMECS2015/IMECS2015_pp363-368.pdf |
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