Banerjee, Snehasish orcid.org/0000-0001-6355-0470 and Chua, Alton Y.K. (2019) Identifying the antecedents of posts’ popularity on Facebook fan pages. Journal of Brand Management. p. 621. ISSN 1350-231X
Abstract
Informed by the related theories of agenda-setting and framing, the purpose of this paper is to identify the antecedents of posts’ popularity on Facebook Fan Pages. Posts’ popularity is conceptualized as the volumes of Likes, Comments and Shares attracted by the entries. Building on prior studies, the paper proposes a conceptual framework that identifies four categories of antecedents—presentation, brand awareness, engagement and temporal—that could be related to posts’ popularity on Facebook Fan Pages. The framework was validated by drawing 10,000 posts from 50 Facebook Fan Pages. The posts were measured in terms of the dimensions of the four categories. Hierarchical regression was used for analysis with volumes of Likes, Comments and Shares as the three separate dependent variables. Several dimensions from all the categories of antecedents were found to have a significant bearing on Likes, Comments and Shares. In particular, the presentation category emerged as being the most important in promoting posts’ popularity. The findings have implications for social media brand managers.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © Springer Nature Limited 2019. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy. Further copying may not be permitted; contact the publisher for details. |
Keywords: | Content analysis,Engagement,Facebook,Friendvertise,Social media marketing |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 08 Apr 2019 09:20 |
Last Modified: | 05 Jan 2025 00:22 |
Published Version: | https://doi.org/10.1057/s41262-019-00157-7 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.1057/s41262-019-00157-7 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:144673 |
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