Brand Engagement in the Light of Post Content Type on the Facebook Platform in the Selected Industry

Abstract

Objective – The purpose of our research was to better understand the potential different types of content have with regard to selected engagement indicators in interactions between users and brands on Facebook. This aspect is very important for e-business and e-commerce. The aim of the paper was to analyze and identify the relationships between the selected engagement indicators and types of content being added. Methodology/Technique – We examined a sample of 20 global airlines that have official accounts on this platform. The time horizon for data collection was twelve months of 2018. Therefore, we were able to work with data from 4,858 published posts. For each post, we identified the publication date, content type (photo / image, video, link, status), the number of engagement indicators (likes, comments, shares), and the recalculated engagement. The research made use of nonparametric statistics methods including the ANOVA and Kruskal-Wallis H test of difference. The resulting specific differences were analyzed using the Dunn test. Findings – Using the Kruskal-Wallis H and Dunn test methods we found that specific types of content dominate over the others. We found statistically significant differences in all comparisons of likes, shares, and comments. In all cases, these were in favor of video content type. The results point to several possibilities of future research in this field and specify possible theoretical and managerial implications. Novelty – Social media hide immense potential for businesses - consumers use social media every day where they are exposed to the content shared by companies. However, social media also presents huge challenges for businesses - an ever-changing space that is extremely noisy and crowded. Our paper addresses this issue on an academic level. The pace of change is very fast, and the current state of empirical knowledge is insufficient. Our paper seeks to fill in the gaps in knowledge and examine the content management on the social network Facebook for business purposes in more depth. Type of Paper: Empirical. JEL Classification: M31, M37. Keywords: Engagement; Content type; Facebook; Airlines; Analysis. Reference to this paper should be made as follows: Nastišin, L; Fedorko, R; Bačík, R; Rigelský, M. (2021). Brand engagement in the light of post content type on the Facebook platform in the selected industry, Journal of Management and Marketing Review, 6(1) 36 – 43. https://doi.org/10.35609/jmmr.2021.6.1(4)