Influence of Facebook brand-page posts on online engagement
Abstract
Purpose – The purpose of this paper is to examine how various characteristics of brand posts influence online engagement on Facebook brand pages. Design/methodology/approach – The data used for this study were obtained from the posts of ten popular official brand pages. For the selected period between March 1 and May 1, 2014, a total of 1,030 posts were obtained and manually processed on September 1, 2014. To assign post categories to the posts created by page administrators, the authors performed manual coding, following the coding development strategy. Findings – The results demonstrated that the media and content type of posts exert a significant effect on user online engagement. This study used liking, commenting and sharing behavior as a measure of users’ online engagement to specify the new phenomena. Originality/value – The findings are relevant for the theory of information dissemination and provide valuable and directly applicable implications for the social media marketing of companies.
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Entertaining brand posts positively affect likes and comments of a post more than nonentertaining brand posts do.
“Luarn, Lin, and Chiu (2015) showed that entertaining brand posts positively affect likes and comments of a post more than nonentertaining brand posts do.”
From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as Luarn, Lin, and Chiu (2015)
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References 59 · Cited by 370
- Authors
- Luarn, P., Lin, Y.-F., & Chiu, Y.-P.
- Affiliations
- National Taiwan University of Science and Technology (TW)
- Venue
- Online Information Review
- Publisher
- Emerald
- Published
- 2015-08-10
- Volume
- 39
- Issue
- 4
- Pages
- 505-519
- ISSN
- 1468-4527 (ISSN-L)
- OpenAlex
- W2130300609
- Cited by
- 370
- References
- 59
- Citations by year
- 2026: 18 · 2025: 19 · 2024: 38 · 2023: 43 · 2022: 48 · 2021: 47 · 2020: 47 · 2019: 45 · 2018: 36 · 2017: 21 · 2016: 7 · 2015: 1
- FWCI
- 71.86
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Online Information Review (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- Facebook brand pages, online engagement, brand posts, social media marketing, media types, content types, information dissemination, corporate social media
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