Determining the relationship between fanpage contents and PTA metrics

Zoha, R. and Hasmah, Z. and Kumaran, S. and Sedigheh, M. and Mohd Hairul Nizam, M.N. (2016) Determining the relationship between fanpage contents and PTA metrics. In: International Conference on Research Innovation and Technology., 19 - 20 April 2016, New York, United States of America..

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Abstract

Social :>.ledia is now determined as an excellent communicative tool to connect directly \\ ith consumers. One of .~~ most significant ways to connect with the consumers through these Social Networking Sites (S;-':S) is to create a :2~ebook Ianpage II ith brand contents and to place different posts periodically on these ranpages. According to different ; ..,.;;ts or contents placed on the fanpages. consumer responses in different II-a),5_Usually users become fans of particular :::and fan pages or put like. comments or keep sharing on particular posts of fanpagcs. These types of consumer activ iues in .anpages reflect brands post popularity. vlost importantly. in measuring social networking sites' effectiveness. corporate -,'uses are 110\\' analyzing metrics in terms of calculating engagement rate. number of comments/share and likings in :j_'1pages .So now, it is wry important tor the marketers to knoll- the effectiveness of different contents or posts of Ianpages :: order to increase the fan responsiveness and engagement rate in the fan pages, In the study the authors have analyzed total :::'25 brand posts from 1--1 international brands of Electronics companies. Data of 9 months (From December 2014- August 2:'15) have been collected tor analyses, which are available online from Brand' fan pages. Study explored the impact of .ontents (most frequently posted contents) on the user actions or PTA (People Talking About) metrics, Cross section Data ;_~fIession analysis was conducted by EVIE\\'S 9 software to analyze the non-parametric data

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Social media, Social networking sites, social media content analysis, social media metric.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Arts and Social Sciences
Depositing User: Mr. Mohd Safri
Date Deposited: 16 Jun 2016 23:59
Last Modified: 16 Jun 2016 23:59
URI: http://eprints.um.edu.my/id/eprint/15968

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