MANAGING BRANDS’ POPULARITY ON FACEBOOK: POST TIME, CONTENT, AND BRAND COMMUNICATION STRATEGIES
https://doi.org/10.22146/jieb.45755 Tri Hanifawati(1*), Utan Sahiro Ritonga(2), Euis Evi Puspitasari(3)
(1) Department of Agribusiness, Faculty of Science and Technology, University Muhammadiyah Bandung
(2) Department of Agribusiness, Faculty of Science and Technology, University Muhammadiyah Bandung
(3) Department of Communication Science, Faculty of Social and Humaniora, University Muhammadiyah Bandung
(*) Corresponding Author
Abstract
Introduction: A brand’s popularity on social media affects its customers’ purchasing intention and purchasing decision. Background Problem: A review of the literature shows that a brand’s popularity on social media has a secure connection with its content and the time information about it is posted; allegedly the brand’s interactions are also influential. Indicators of its popularity include the number of likes, shares, comments, and views for it. Novelty: Previous brand popularity studies were limited to the features of likes, comments, and shares as a function of the content and time, and OLS was commonly used. However, this study adds the views feature and the function of the administrator’s comments to complete the gap. GLS is used as the method of analysis. Research Method: Data are collected through the observation of six top international food and beverage products’ categories on the Facebook fan page. The data were analyzed using the Seemingly Unrelated Regression (SUR), and the Mann-Whitney and Kruskal-Wallis methods. Findings: The study’s findings shows that video and the day to post have a significant influence and increase the number of likes, shares, comments, and views. A caption only shows significance to increase the number of likes and shares. The hour has a significant effect on comments and shares. The time of posting indicates that posting on weekdays and during busy periods is more effective for increasing the popularity of brands. The administrator’s comments significantly influence the increase in the number of comments and views, while two-way communication is more significant for increasing a brand’s popularity. Conclusion: These findings provide a deeper insight to help managers to improve their brand’s popularity on social media by exploring how brands manage their fan pages.
Keywords
Full Text:
PDFReferences
Beasley, T. M. (2008). Seemingly unrelated regression (SUR) models as a solution to path analytic models with correlated errors. Multiple Linear Regression Viewpoints, 34(1), 1-7. Retrieved from https://www.soph.uab.edu/bsttenure/beasley/Beasley-SUR-MLRV-2008.pdf
Brookes, E. J. (2010). The Anatomy of a Facebook Post Study on Post Performance by Type, Day of Week, and Time of Day. Retrieved from https://marketingavatar.files.wordpress.com/2010/11/the-anatomy-of-a-facebook-post.pdf
Buddy Media Inc. (2012). Strategies for Effective Tweeting: A Statistical Review Introduction 3. Retrieved from www.buddymedia.com
Coursaris, C. K., Van Osch, W., & Balogh, B. A. (2016). Do Facebook likes lead to shares or sales? Exploring the empirical links between social media content, brand equity, purchase intention, and engagement. Proceedings of the 49th Annual Hawaii International Conference on System Sciences, 2016-March(January), 3546–3555. https://doi.org/10.1109/HICSS.2016.444
Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.https://doi.org/10.1007/s13278-013-0098-8
Erdoğmuş, İ. E., & Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia - Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/10.1016/J.SBSPRO.2012.09.1119
Fitrianti, R. (2018). Estimasi Model Seemingly Unrelated Regression (SUR) Pada Foreign Direct Investment (FDI) di Indonesia, Singapura, dan Filipina. Yogyakarta. Retrieved from https://dspace.uii.ac.id/bitstream/handle/123456789/5457/14611094_RIFA FITRIANTI.pdf?sequence=1
Geurin, A. N., & Burch, L. M. (2017). User-generated branding via social media : An examination of six running brands. Sport Management Review, 20(3), 273–284. https://doi.org/10.1016/j.smr.2016.09.001
Greene, W. H. (2002). Econometrics Analysis (5th ed.). New Jersey: Prentice-Hall. Retrieved from https://spu.fem.uniag.sk/cvicenia/ksov/obtulovic/Manaž. štatistika a ekonometria/EconometricsGREENE.pdf
Gulamali, A., & Persson, J. (2017). The Social Media Influencer and Brand Switching. Lund University. Retrieved from http://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=8910352&fileOId=8910354
Hanifawati, T., Dewanti, V. W., & Saputri, G. D. (2019). Motivasi dan peran sosial media influencer terhadap brand switching produk makanan-minuman pada generasi y dan z. Laporan Penelitian. Universitas Muhammadiyah Bandung, Bandung.
Hanifawati, T., Suryantini, A., & Mulyo, J. H. (2017). Pengaruh atribut kemasan makanan dan karakteristik konsumen terhadap pembelian. Agriekonomika, 6(9), 73–86. https://doi.org/http://dx.doi.org/10.21107/agriekonomika.v6i1.1895
Hausman, A., Kabadayi, S., & Price, K. (2014). Consumer-brand engagement on Facebook: Liking and commenting behaviors. Journal of Research in Interactive Marketing, 8, 169–202. https://doi.org/10.1108/JRIM-12-2013-0081
Hellberg, M. (2015). Visual Brand Communication on Instagram: A study on consumer engagement. Hanken School of Economics. Retrieved from https://helda.helsinki.fi/bitstream/handle/10138/156026/hellberg.pdf?sequence=4
Henningsen, A., & Hamann, J. D. (2007). System fit: A package for estimating systems of simultaneous equations in r. Journal of Statistical Software, 23(4), 1–40. https://doi.org/10.18637/jss.v023.i04
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41.https://doi.org/10.1016/j.ijresmar.2015.06.004
Iriansyah, F. Y. (2016). Anthony Hearne: Content Marketing, dari Hati Turun ke Kepala. Retrieved October 31, 2018, from https://id.techinasia.com/outbrain-content-marketing
Jothi, P. S., Neelamalar, M., & Prasad, R. S. (2011). Analysis of social networking sites: A study on effective communication strategy in developing brand communication. Journal of Media and Communication Studies, 3(7), 234–242. Retrieved from http://www.academicjournals.org/article/article1380266912_Jothi et al.pdf
Kallio, K. (2015). The Effectiveness of Social Media as a Marketing Communication Tactic, Case Gina Tricot Ltd. Vaasan Ammattikorkeakoulu University of Applied Sciences. Retrieved from https://www.theseus.fi/bitstream/handle/10024/98146/Kallio_Kira.pdf?sequence=1&isAllowed=y
Kaur, W., Balakrishnan, V., Rana, O., & Sinniah, A. (2019). Liking, sharing, commenting and reacting on Facebook: User behaviors’ impact on sentiment intensity. Telematics and Informatics, 39, 25-36. https://doi.org/10.1016/j.tele.2018.12.005
Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98-108. https://doi.org/10.1016/j.chb.2015.12.047
Kim, C., & Yang, S. U. (2017). Like, comment, and share on Facebook: How each behavior differs from the other. Public Relations Review, 43(2), 441–449. https://doi.org/10.1016/j.pubrev.2017.02.006
Kim, J. H. (2018). Effect of brand popularity as an advertising cue on tourists’ shopping behavior. Journal of Destination Marketing & Management, 10, 78-86. https://doi.org/10.1016/j.jdmm.2018.07.001
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran edisi 12 Jilid 1. Jakarta Barat: PT Indeks.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands?. Management Research Review, 40(3), 310-330. https://doi.org/10.1108/MRR-07-2015-0161
Kuncoro, M. (2013). Metode Riset untuk Bisnis dan Ekonomi Bagaimana Meneliti dan Menulis Tesis (4th ed.). Jakarta: Erlangga.
Lin, H. C., Swarna, H., & Bruning, P. F. (2017). Taking a global view on brand post popularity: Six social media brand post practices for global markets. Business Horizons, 60(5), 621–633. https://doi.org/10.1016/j.bushor.2017.05.006
Magnini, V. P., Karande, K., Singal, M., & Kim, D. (2013). The effect of brand popularity statements on consumers ’ purchase intentions : The role of instrumental attitudes toward the act. International Journal of Hospitality Management, 34, 160–168. https://doi.org/10.1016/j.ijhm.2013.02.010
Mansuri. (2016). Modul Praktikum Eviews 9. Jakarta: Fakultas Ekonomi Universitas Borobudur.
Mohajan, H. K. (2017). Two criteria for good measurements in research: Validity and reliability. Annals of Spiru Haret University. Economic Series, 17(4), 59-82. Retrieved from https://mpra.ub.uni-muenchen.de/83458/1/MPRA_paper_83458.pdf
Muninger, M. I., Hammedi, W., & Mahr, D. (2019). The value of social media for innovation: A capability perspective. Journal of Business Research, 95(July 2017), 116–127. https://doi.org/10.1016/j.jbusres.2018.10.012
Piller, F.T., Vossen, A., & Ihl, C. (2012). From social media to social product development: The impact of social media on co-creation of innovation. Die Unternehmung, 66(1), 7–27. https://doi.org/10.5771/0042-059X-2012-1-7
Rambe, P., & Jafeta, R. J. (2017). Impact of social media advertising on high energy drink preferences and consumption. Journal of Applied Business Research (JABR), 33(4), 653–668. https://doi.org/10.19030/jabr.v33i4.9977
Roberts, D. L., & Candi, M. (2014). Leveraging social network sites in new product development: Opportunity or hype?. Journal of Product Innovation Management, 31, 105-117. https://doi.org/10.1111/jpim.12195
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001–1011. https://doi.org/10.1016/j.emj.2014.05.001
Saboo, A. R., Kumar, V., & Ramani, G. (2016). Evaluating the impact of social media activities on human brand sales. International Journal of Research in Marketing, 33(3), 524–541. https://doi.org/10.1016/j.ijresmar.2015.02.007
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272. https://doi.org/10.1108/00251741211203551
Schnotz, W. (2005). An Integrated Model of Text and Picture Comprehension. In R. Mayer (Ed.), The Cambridge Handbook of Multimedia Learning (pp. 49–70). Cambridge: Cambridge University Press. https://doi.org/10.1017/CBO9780511816819.005
Schultz, C. D. (2017). Proposing to your fans : Which brand post characteristics drive consumer engagement activities on social media brand pages? Electronic Commerce Research and Applications, 26, 23–34. https://doi.org/10.1016/j.elerap.2017.09.005
Sharma, A., Bhosle, A., & Chaudhary, B. (2012). Consumer perception and attitude towards the visual elements in social campaign advertisement. IOSR Journal of Business and Management (IOSRJBM), 3(5), 6–17. Retrieved from www.iosrjournals.org
Smieško, I. (2016). Criminal liability of Facebook reaction buttons in environment of the Slovak Republic as a Form of hate speech. Societas Et Iurisprudentia, 4, 213–234. Retrieved from http://sei.iuridica.truni.sk
Statcounter. (2019). Social media stats Indonesia - March 2019. Retrieved April 21, 2019, from http://gs.statcounter.com/social-media-stats/all/indonesia/#monthly-201901-201903-bar
Statista. (2018). Number of mobile social network users in Indonesia from 2013-2018. Retrieved December 21, 2018, from https://www.statista.com/statistics/415841/number-of-mobile-social-network-users-in-indonesia/
Su, N., Reynolds, D., & Sun, B. (2015). How to make your Facebook posts attractive: A case study of a leading budget hotel brand fan page. International Journal of Contemporary Hospitality Management, 27(8), 32. https://doi.org/10.1108/IJCHM-06-2014-0302
Swani, K., & Milne, G. R. (2017). Evaluating Facebook brand content popularity for service versus goods o ff erings ☆. Journal of Business Research, 79, 123–133. https://doi.org/10.1016/j.jbusres.2017.06.003
Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77–87. https://doi.org/10.1016/j.indmarman.2016.07.006
Taherdoost, H. (2016). Validity and reliability of the research instrument; How to test the validation of a questionnaire/survey in a research. SSRN Electronic Journal, (January 2016). https://doi.org/10.2139/ssrn.3205040
Verhoef, P. C., & Lemon, K. N. (2013). Successful customer value management: Key lessons and emerging trends. European Management Journal, 31(1), 1–15. https://doi.org/10.1016/J.EMJ.2012.08.001
Vukasovič, T. (2013). Brand developing relationships through social media. In Management, Knowledge and Learning International Conference (pp. 19–21). Croatia. Retrieved from https://pdfs.semanticscholar.org/014f/0793c15b817dcdbe321cf0c62a9b5f67e366.pdf
Vukasović, T., & Strašek, R. (2014). A Study on Effective Communication Strategy in Developing Brand Communication: Analysis of Social Networking Site. A Study on Effective Communication Strategy in Developing Brand Communication, 1(September), 3–6. Retrieved from http://www.iaeng.org/publication/WCE2014/WCE2014_pp690-693.pdf
Wang, W. Y., Pauleen, D. J., & Zhang, T. (2016). How social media applications affect B2B communication and improve business performance in SMEs. Industrial Marketing Management, 54, 4-14. https://doi.org/10.1016/j.indmarman.2015.12.004
We Are Social. (2019). Global Digital Report 2019. Retrieved from https://wearesocial.com/uk/digital-2019
Widarjono, A. (2010). Analisis Statistika Multivariat Terapan. Yogyakarta: UPP STIM YKPN.
Widyaningsih, A., Susilawati, M., & Sumarjaya, I. W. (2014). Estimasi Model Seemingly Unrelated Regression (SUR) dengan Metode Generalized Least Square (GLS). Jurnal Matematika, 4(2), 102-110.
Zadeh, A. H., & Sharda, R. (2014). Modeling brand post popularity dynamics in online social networks. Decision Support Systems, 65, 59–68. https://doi.org/10.1016/j.dss.2014.05.003
DOI: https://doi.org/10.22146/jieb.45755
Article Metrics
Abstract views : 6642
| 
views : 4709
Refbacks
- There are currently no refbacks.
Copyright (c) 2019 Journal of Indonesian Economy and Business
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
| Journal of Indonesian Economy and Business |
| The Journal of Indonesian Economy and Business (print ISSN 2085-8272; online ISSN 2338-5847) is published by the Faculty of Economics and Business Universitas Gadjah Mada, Indonesia. The content of this website is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License |
| © 2019 Journal of Indonesian Economy and Business | Visitor Statistics |