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Understanding the User Generated Content and Interactions on a Facebook Brand Page 3.1 Facebook as a Platform for Social Media Marketing 4.2.2 Interconnectedness Analysis
| Content Provider | Semantic Scholar |
|---|---|
| Abstract | Social networks provide the technological platform for individuals to connect, produce and share content online. As such, they are becoming an additional marketing channel that could be integrated with the traditional ones as a part of the marketing mix. In order to contribute to the companies' understanding of utilization of social networks as a marketing platform, our study approaches the problem from the perspective of understanding the user generated content and interactions. First we analyze the topics, intentions for participation and emotions shared by the users on a Facebook brand page. Second, we analyze the activities and interactions, in terms of their evolution over time and dependency on the community size. Finally, we discuss the implications of the obtained results for social media marketing. 1 Introduction Marketing has recently undergone significant changes in the way information is delivered to the customers (Brandt, 2008). Social networks (SN), as a form of social media (SM), provide the technological platform for individuals to connect, produce and share content online (Boyd and Ellison, 2008). The rise and continued growth of SNs have attracted the interest of companies who see the potential to transmit their marketing messages to customers, enter into a dialogue with them using word‐of‐mouth (WOM) principles and to use the SNs to gain a better understanding of their customers. Social media marketing (SMM), also known as WOM marketing or viral marketing, is the intentional influencing of consumer‐to‐consumer communications by professional marketing techniques. This is not to be seen as a replacement for the traditional marketing techniques but rather as an additional marketing channel that could be integrated with the traditional ones as a part of the marketing mix. The advantage of this new electronic channel is that it can be used to communicate globally and to enrich marketing toward consumers at the personal level (Brandt, 2008). Through users' feedback or by observing conversations on SM, companies can learn about customers' needs, potentially leading to involvement of members of the community in the co‐creation of value through the generation of ideas (Palmer and Koenig‐Lewis, 2009). Companies, across all industries, are starting to understand the possibilities of SMM. They have evolved their approach to customers, shifting from traditional one‐to‐many communication to a one‐to‐one approach and offering assistance at any time through SNs, such as Facebook, Twitter, etc. (Gordhamer, 2009). Still, viral marketing on SNs has not yet reached the high expectations set (Clemons, Barnett … |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.im.ethz.ch/people/ipletikosa/IJSHC_Manuscript.pdf |
| Language | English |
| Access Restriction | Open |
| Subject Keyword | Boyd Body Surface Area Formula Brand page Emotions Intention - mental process Interaction Interconnectedness Social media marketing User-generated content emotional dependency message |
| Content Type | Text |
| Resource Type | Article |
