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Cited by 2,060Digital Marketing and Social MediaMarketing and Advertising StrategiesMedia and Digital Communication

Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing

Open access
de Vries, Lisette, Gensler, Sonja, Leeflang, Peter S.H.·2012·Journal of Interactive Marketing
DOI 10.1016/j.intmar.2012.01.003
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Abstract

Social media outlets constitute excellent vehicles for fostering relationships with customers. One specific way to do this is to create brand fan pages on social networking sites. Companies can place brand posts (containing videos, messages, quizzes, information, and other material) on these brand fan pages. Customers can become fans of these brand fan pages, and subsequently indicate that they like the brand post or comment on it. This liking and commenting on brand posts reflects brand post popularity. In this article, we determine possible drivers for brand post popularity. We analyze 355 brand posts from 11 international brands spread across six product categories. Results show that positioning the brand post on top of the brand fan page enhances brand post popularity. But the findings also indicate that different drivers influence the number of likes and the number of comments. Namely, vivid and interactive brand post characteristics enhance the number of likes. Moreover, the share of positive comments on a brand post is positively related to the number of likes. The number of comments can be enhanced by the interactive brand post characteristic, a question. The shares of both positive and negative comments are positively related to the number of comments. Managers of brands that operate brand fan pages can be guided by our research with regards to deciding which characteristics or content to place at brand posts.

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Crossref · 10.1016/j.intmar.2012.01.003

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5 of 5 references verified0 citation errors · 0 not checkable

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  • Vivid content characteristics receive more likes and comments.

    “Indeed, research has found that vivid content characteristics receive more likes and comments (De Vries, Gensler, and Leeflang 2012).”

    From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as De Vries, Gensler, and Leeflang 2012

    The indexed passage (Abstract; page not given) says vivid brand-post characteristics enhance the number of likes. It attributes an increase in comments to an interactive characteristic—a question—not to vividness, so the comments part of the claim is unsupported. (LLM, conf=0.86)

    Experimental — accuracy not yet measured

  • Previous research suggests that hedonic value can have an impact on post interaction and popularity.

    “Previous research suggest that hedonic value can have an impact on post interaction and popularity (De Vries, Gensler, and Leeflang 2012;Hughes, Swaminathan, and Brooks 2019;Sabate et al. 2014).”

    From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as De Vries, Gensler, and Leeflang 2012

    The available passages labeled Abstract contain bibliographic metadata and the paper’s title, but no finding about hedonic value or its effect on post interaction or popularity. Searches for “hedonic,” “entertainment,” and likes and comments found no passage addressing that relationship, so the claim cannot be verified from our copy. (LLM, conf=0.70)

    Experimental — accuracy not yet measured

  • Brand posts with higher level of vividness are more popular.

    “De Vries, Gensler, and Leeflang (2012) found that brand posts with higher level of vividness are more popular.”

    From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as De Vries, Gensler, and Leeflang (2012)

    The supplied passages, labeled Abstract, contain citation metadata but no finding about vividness. Searches of our copy for “vividness,” “higher level of vividness,” and related terms returned no passage addressing whether more vivid brand posts are more popular. (LLM, conf=0.75)

    Experimental — accuracy not yet measured

  • Social media activities and engagement might vary between weekend and weekdays.

    “First, social media activities and engagement might vary between weekend and weekdays.”

    From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as De Vries, Gensler, and Leeflang 2012

    The available passages labeled Abstract contain bibliographic information and keywords, not findings about differences between weekends and weekdays. Searches for weekend, weekday, and posting-time effects found no passage in our copy addressing the claim. (LLM, conf=0.74)

    Experimental — accuracy not yet measured

  • Internet search and social media activities are higher during the week than on weekends.

    “This is in line with previous research that showed Internet search and social media activities are higher during the week than on weekends (De Vries, Gensler, and Leeflang 2012; Rutz and Bucklin 2011).”

    From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as De Vries, Gensler, and Leeflang 2012

    The available passages labeled Abstract contain citation metadata and social-media keywords, but no finding about weekday versus weekend activity. Searches for weekends, weekdays, day of the week, and the citing sentence found no passage addressing that comparison. (LLM, conf=0.72)

    Experimental — accuracy not yet measured

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Authors
de Vries, L., Gensler, S., & Leeflang, P. S. H.
Affiliations
  • Faculty of Economics and Business, University of Groningen, P.O. Box 800, 9700 AV Groningen, The Netherlands
  • University of Groningen (NL)
Corresponding author
  • Gensler, Sonja
  • Leeflang, Peter S.H.
ORCID
Venue
Journal of Interactive Marketing
Publisher
SAGE Publications
Published
2012-05
Volume
26
Issue
2
Pages
83-91
ISSN
  • 1094-9968 (ISSN-L)
  • 1520-6653
DOI
10.1016/j.intmar.2012.01.003
OpenAlex
W2063139645
Cited by
2,060
References
5
Citations by year
2026: 97 · 2025: 138 · 2024: 145 · 2023: 165 · 2022: 189 · 2021: 210 · 2020: 210 · 2019: 214 · 2018: 193 · 2017: 183 · 2016: 123 · 2015: 98 · 2014: 66 · 2013: 25 · 2012: 4
FWCI
203.60
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Interactive Marketing (publishedVersion)
  • University of Groningen research database (University of Groningen / Centre for Information Technology) (publishedVersion, other-oa)
  • RePEc: Research Papers in Economics (submittedVersion)
  • University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
Keywords
brand posts, brand fan pages, social media marketing, likes and comments, interactive content, customer engagement, social networking sites

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