In this study we investigate whether Facebook fan-page posting types and topics have a significant effect on engagement. More specifically, the media type and content theme of posting on Facebook are examined to see whether or not there was a difference between content topics. In order to achieve this goal, we set hypotheses as follows: (1) the media types of posting have a significant effect on engagement; (2) the topics and sentiment polarity of posting have a significant effect on engagement. We tested these hypotheses using research procedures as follows: (1) collection and preprocessing of social-media data, including posting types, comments, and reactions on Facebook fan pages, (2) topic modeling of fan-page postings using R and SAS, (3) testing hypotheses using a negative binomial regression model, and (4) implications and insights for social-media marketing. Topic modeling applying to textual data and sentiment analysis were conducted. After that, in order to find the factors to affect the number of Facebook fan-page engagements, the negative binomial regression model including post type, topic, sentiment, reactions of “love,” “haha,” and their interaction as exploratory variables was considered. Finally, the results show that post type is the most influential factor to affect social-media engagement, and content topics, sentiments of posts and comments also have significant effects on it.

在这项研究中，我们调查 Facebook 粉丝页面发布类型和主题是否对参与度有显着影响。更具体地说，检查在 Facebook 上发布的媒体类型和内容主题，以查看内容主题之间是否存在差异。为了实现这一目标，我们提出如下假设：（1）发布的媒体类型对参与度有显着影响；(2)帖子的话题和情感极性对参与度有显着影响。我们使用如下研究程序测试了这些假设：(1) 收集和预处理社交媒体数据，包括 Facebook 粉丝页面上的帖子类型、评论和反应，(2) 使用 R 和 SAS 对粉丝页面帖子进行主题建模， (3) 使用负二项式回归模型检验假设，(4) 对社交媒体营销的影响和见解。进行了应用于文本数据和情感分析的主题建模。之后，为了找出影响Facebook粉丝页面参与度的因素，将帖子类型、话题、情绪、“爱”、“哈哈”的反应以及它们的交互作为探索变量的负二项式回归模型是经过考虑的。最后，结果表明，帖子类型是影响社交媒体参与度的最重要因素，内容主题、帖子的情绪和评论也对其有显着影响。主题、情绪、“爱”、“哈哈”的反应以及它们的相互作用作为探索性变量被考虑在内。最后，结果表明，帖子类型是影响社交媒体参与度的最重要因素，内容主题、帖子的情绪和评论也对其有显着影响。主题、情绪、“爱”、“哈哈”的反应以及它们的相互作用作为探索性变量被考虑在内。最后，结果表明，帖子类型是影响社交媒体参与度的最重要因素，内容主题、帖子的情绪和评论也对其有显着影响。