Analyzing media types and content orientations in Facebook for global brands

Dae‐Hee Kim · Lisa D. Spiller · Matt Hettche

160 citations0/0 files storedJournal of Research in Interactive Marketing

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Digital Marketing and Social Media Marketing and Advertising Strategies Media and Digital Communication

Abstract

Purpose – This study aims to examine current practices of social media marketing among major global brands across five product categories (namely, convenience, shopping, specialty, industrial and service). Assessing the frequency, media type and content orientations of corporate Facebook pages, this study aims to isolate the qualitative factors of a brand’s social media message that are most likely to facilitate a consumer response. Design/methodology/approach – A content analysis of 1,086 social media posts was conducted from the corporate Facebook pages of 92 global brands during a one-month (snapshot) time horizon in July 2013. The data collected from each individual post include its media type (i.e. text, photo or video), its content orientation (i.e. task, interaction and self-oriented) and the number and type of consumer response it generated (i.e. likes, comments and shares). Findings – Research findings reveal that global brands actively utilize social media, posting on average three messages per week and generally use photos (as a media type) and interaction-focused content (as a content orientation) to secure consumer responses. However, differences in consumer responses exist along various product categories, message media type and message content orientation. Practical implications – Findings imply that marketers should not only carefully consider the media type they use to message consumers on social media but should also try to consider the individual consumer’s motive for interaction. Originality/value – This article suggests a new way to study social media content by applying pre-existing communication frameworks from salesmanship literature as a way to define message content orientation.

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References

1986Organizational Information Requirements, Media Richness and Structural Design 2012Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing 1999How Advertising Works: What Do We Really Know?2002Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity 2014Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction 1987Advertising and Promotion Management 1995How Consumers Assess the Value of Advertising 2013Online engagement factors on Facebook brand pages

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2017Using Message Strategy to Drive Consumer Behavioral Engagement on Social Media 2018Content Marketing Decisions for Effective Internal Communication

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