What Can the Brand Manager Expect from Facebook?

Australasian Marketing Journal - Tập 26 - Trang 17-22 - 2018
Desislava Sitta1, Margaret Faulkner2,3, Philip Stern3,4
1Kantar Millward Brown, Prague, Czech Republic
2Business School, University of South Australia, Australia
3Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia
4University of Exeter Business School, Exeter, United Kingdom

Tóm tắt

Managers cannot afford to ignore social media and have stepped up their involvement in the belief that social media activities extend the brand's reach and engagement with consumers. Facebook is the preeminent social medium with an ever increasing branded content. One hundred brands selected from the Interbrand “Best Global Brand Report” form the basis of this study to test research propositions about the ability of branded Facebook pages to expand and engage users. Data captured from branded Facebook pages was supplemented with socialbaker's data. No correlation is found between the size of a brand and the number of Facebook fans, and there is no consistent relationship with user engagement and brand size.

The authors discuss broadening reach, improving engagement, interaction and activity and the implications for social media strategies and make recommendations for managing Facebook presence. Paid advertising is required to increase brand reach to all potential category users.


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Australasian Marketing Journal

Tập 26

17-22

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