Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
What Makes Facebook Brand Posts Engaging? A Content Analysis of Facebook Brand Post Text That Increases Shares, Likes, and Comments to Influence Organic Viral Reach
Journal of Current Issues & Research in Advertising ( IF 4.2 ) Pub Date : 2018-10-29 , DOI: 10.1080/10641734.2018.1503113
Keith A. Quesenberry 1 , Michael K. Coolsen 2
Affiliation  

Abstract Organic reach, the number of people shown a brand Facebook post through unpaid distribution, has been declining. Which factors increase shares, likes, and comments—engagement measures known to impact organic reach? A content analysis of 1,000 brand Facebook posts text found (1) significant effects for new/now posts on increasing shares and comments, (2) significant effects for time/date posts on increasing shares, and (3) significant effects for education posts on decreasing likes and comments. Promotion/contest and social cause/corporate social responsibility (CSR) posts produced no significant results. Connections to diffusion theory and viral definitions are explored. Managerial implications are also discussed.

中文翻译:

是什么使Facebook品牌帖子吸引人?Facebook品牌帖子文字的内容分析,该文字增加了分享,喜欢和评论的数量,从而影响了有机病毒的传播范围

摘要自然覆盖面(通过无偿分发显示Facebook品牌帖子的人数)正在下降。哪些因素会增加份额,喜欢和评论(已知会影响自然覆盖率的互动方式)?对1,000个品牌Facebook帖子文本进行的内容分析发现:(1)新/现在帖子对增加份额和评论的显着影响;(2)时间/日期帖子对增加份额的显着影响;(3)教育帖子对增加份额和评论的显着影响减少喜欢和评论。晋升/竞赛和社会事业/企业社会责任(CSR)职位均未取得明显成果。探索与扩散理论和病毒定义的关系。管理意义也进行了讨论。
更新日期:2018-10-29
down
wechat
bug