Antecedents of Brand Post Popularity in Facebook: The Influence of Images, Videos, and Text

Proceedings of the 15th International Marketing Trends Conference (2016)

8 Pages Posted: 1 Dec 2015

See all articles by Timm Wagner

Timm Wagner

Friedrich-Alexander-Universität Erlangen-Nuremberg (FAU)

Christian Baccarella

University of Erlangen-Nuremberg-Friedrich Alexander Universität Erlangen Nürnberg

Kai-Ingo Voigt

University of Erlangen-Nuremberg

Date Written: December 1, 2015

Abstract

Social media offers huge potential for corporate communication and branding activities. However, due to the novelty of the research field, many mechanisms regarding communication effectivity are still not fully understood. The aim of this study is therefore to investigate the influence of images, videos, and text on brand post popularity in Facebook. We analyzed 560 Facebook posts of three automotive premium brands to identify most promising communication approaches to increase social media performance. The results show that posts including images are most successful in terms of received likes. Moreover, we found that videos do not trigger as much likes as posts containing images. Regarding verbal post elements, the findings reveal that social media users prefer a moderate amount of text. We conclude that if marketers want to increase post likes, it is important to publish posts that allow fast processing.

Keywords: social media, social networking site, brand post popularity, automotive industry, premium brands, communication effectivity

Suggested Citation

Wagner, Timm and Baccarella, Christian and Voigt, Kai-Ingo, Antecedents of Brand Post Popularity in Facebook: The Influence of Images, Videos, and Text (December 1, 2015). Proceedings of the 15th International Marketing Trends Conference (2016), Available at SSRN: https://ssrn.com/abstract=2697458

Timm Wagner (Contact Author)

Friedrich-Alexander-Universität Erlangen-Nuremberg (FAU) ( email )

Lange Gasse 20
Nürnberg, 90403
Germany

Christian Baccarella

University of Erlangen-Nuremberg-Friedrich Alexander Universität Erlangen Nürnberg ( email )

Lange Gasse 20
Nuremberg, DE 90403
Germany

Kai-Ingo Voigt

University of Erlangen-Nuremberg ( email )

Schloßplatz 4
Erlangen, DE Bavaria 91054
Germany

HOME PAGE: http://www.industriebetriebslehre.de

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