Social media content analysis: Study on brand posts of electronics companies
Social Media is considered as a first-rate open communication platform to connect directly with customers. One of the most noteworthy customs to connect with the consumers through these Social Networking Sites (SNS) is to create a Facebook fanpage with brand contents and to place different posts pe...
| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
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2016
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| Online Access: | http://eprints.um.edu.my/16827/1/0001.pdf |
| _version_ | 1825720896862552064 |
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| author | Rahman, Zoha Suberamanian, Kumaran Zanuddin, Hasmah Md Nasir, Mohd Hairul Nizam |
| author_facet | Rahman, Zoha Suberamanian, Kumaran Zanuddin, Hasmah Md Nasir, Mohd Hairul Nizam |
| author_sort | Rahman, Zoha |
| collection | UM |
| description | Social Media is considered as a first-rate open communication platform to connect directly with customers. One of the most noteworthy customs to connect with the consumers through these Social Networking Sites (SNS) is to create a Facebook fanpage with brand contents and to place
different posts periodically on these fanpages. According to different posts or contents placed on the fanpages, consumer responses in different manners. Usually users click like button on particular brand fanpages and then put like, comments or keep sharing on particular posts of fanpages. These types of consumer activities in fanpages reflect brands' post interactivity and engagement. Most importantly, in measuring social networking sites' effectiveness, corporate houses are now analyzing metrics in terms of calculating engagement rate, number of comments/share and likings in fanpages .So now, it is very vital for the e- marketers to identify the effectiveness of different contents or posts of fanpages in order to increase the fan
engagement rate in the fan pages. In the study the authors have used the Netnographics technique and analyzed total 1325 brand posts from 17 international brands of Electronics companies. Data of 8 months (From September 2015- April 2016) have been collected for analyses, which were available online from Brand' fan pages. Finally the authors analyzed the descriptive statistics (Post frequency, post engagement metrics) of different posts in each Brand fanpages. The study elaborated the types of post in fan pages and their implication on generating users' engagement activities. Findings discovered two types of post (Image with detai Is and feature video post) most effective in producing user engagement. The descriptive statistics will guide the e-marketers of Electronics companies to have a comprehensive idea on social media content strategy. |
| first_indexed | 2024-03-06T05:42:06Z |
| format | Conference or Workshop Item |
| id | um.eprints-16827 |
| institution | Universiti Malaya |
| language | English |
| last_indexed | 2024-03-06T05:42:06Z |
| publishDate | 2016 |
| record_format | dspace |
| spelling | um.eprints-168272021-05-04T01:53:18Z http://eprints.um.edu.my/16827/ Social media content analysis: Study on brand posts of electronics companies Rahman, Zoha Suberamanian, Kumaran Zanuddin, Hasmah Md Nasir, Mohd Hairul Nizam H Social Sciences (General) Social Media is considered as a first-rate open communication platform to connect directly with customers. One of the most noteworthy customs to connect with the consumers through these Social Networking Sites (SNS) is to create a Facebook fanpage with brand contents and to place different posts periodically on these fanpages. According to different posts or contents placed on the fanpages, consumer responses in different manners. Usually users click like button on particular brand fanpages and then put like, comments or keep sharing on particular posts of fanpages. These types of consumer activities in fanpages reflect brands' post interactivity and engagement. Most importantly, in measuring social networking sites' effectiveness, corporate houses are now analyzing metrics in terms of calculating engagement rate, number of comments/share and likings in fanpages .So now, it is very vital for the e- marketers to identify the effectiveness of different contents or posts of fanpages in order to increase the fan engagement rate in the fan pages. In the study the authors have used the Netnographics technique and analyzed total 1325 brand posts from 17 international brands of Electronics companies. Data of 8 months (From September 2015- April 2016) have been collected for analyses, which were available online from Brand' fan pages. Finally the authors analyzed the descriptive statistics (Post frequency, post engagement metrics) of different posts in each Brand fanpages. The study elaborated the types of post in fan pages and their implication on generating users' engagement activities. Findings discovered two types of post (Image with detai Is and feature video post) most effective in producing user engagement. The descriptive statistics will guide the e-marketers of Electronics companies to have a comprehensive idea on social media content strategy. 2016 Conference or Workshop Item PeerReviewed application/pdf en http://eprints.um.edu.my/16827/1/0001.pdf Rahman, Zoha and Suberamanian, Kumaran and Zanuddin, Hasmah and Md Nasir, Mohd Hairul Nizam (2016) Social media content analysis: Study on brand posts of electronics companies. In: 4th International Conference on Innovation, Challenge in Multidisciplinary Research & Practice (ICMRP 2016), 15 - 16 December 2016, Singapore. |
| spellingShingle | H Social Sciences (General) Rahman, Zoha Suberamanian, Kumaran Zanuddin, Hasmah Md Nasir, Mohd Hairul Nizam Social media content analysis: Study on brand posts of electronics companies |
| title | Social media content analysis: Study on brand posts of electronics companies |
| title_full | Social media content analysis: Study on brand posts of electronics companies |
| title_fullStr | Social media content analysis: Study on brand posts of electronics companies |
| title_full_unstemmed | Social media content analysis: Study on brand posts of electronics companies |
| title_short | Social media content analysis: Study on brand posts of electronics companies |
| title_sort | social media content analysis study on brand posts of electronics companies |
| topic | H Social Sciences (General) |
| url | http://eprints.um.edu.my/16827/1/0001.pdf |
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