Social media content analytics: Study on business to consumer (B2C) Fan-pages

Kumaran, S. (2017) Social media content analytics: Study on business to consumer (B2C) Fan-pages. In: International Conference on Emerging Management & Technology for Economic Sustainability (EMTES 2017), 22-23 April 2017, Sadiyaat Ball Room, Mezzanine Floor, Grand Millennium Alwahda Hotel, Abu Dhabi.

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Abstract

One of the supreme way of directly connecting with consumers via Social Networking Sites (SNS) is to generate a brand page in Facebook (called fan page) containing products information and publish regular postings on these pages. Customers will reply differently to these postings. In defining the effectiveness of social networking sites, marketers are measuring metrics to calculate the engagement rate (e.g. number of comments/share and likings in fan pages). The study applied Pseudo-theories and analyzed a total 3543 brand posts from 19 of the most popular B2C (Business to Consumer) fan pages of Malaysia. 12 months' worth of data (From September 2015- August 2016) were collected for analyses, which were available online from the Brand's fan pages. The Fan-page content was analyzed using Cross Section Regression of the EVIEWS 9 software for its impact on multiple contents upon user's engagement actions. The study explored the content features (content quality, content valence and content volume) of S-O-R / (Stimulus -Organism-Response) model and identify their impact on user's engagement actions (Like, comments and shares). The findings ofthe study will direct e-marketers to apprise informational analyses upon the effectiveness of the posted contents' features.

Item Type: Conference or Workshop Item (Paper)
Funders: UNSPECIFIED
Uncontrolled Keywords: Social media metrics analysis; Fan pages; Social media marketing; Social media content analysis; Social media engagement
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Arts and Social Sciences
Depositing User: Mr. Mohd Safri
Date Deposited: 04 Jul 2017 01:42
Last Modified: 04 Jul 2017 01:42
URI: http://eprints.um.edu.my/id/eprint/17414

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