Which type of brand message is exemplified by negative consumer posts on a companys facebook page

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Facebook boasts an audience approximately three times as large as the next most popular social media networks, so it comes as no surprise that brands are devoting substantial resources to engage with their fans on the world’s most widely used social networking site. Television shows are among those brands using Facebook as a platform to connect with consumers, and their potential for fan relationships is unique from those of other brands, but there are, as of yet, no published scholarly articles for driving Facebook fan engagement and loyalty for a television show. This mixed methods study uses an ethnographic content analysis of the Facebook fan page for the series Orange is the New Black in order to evaluate the engagement of various types of posts and compare that information with scholarly research and industry best practices in order to inform an online user survey. The survey of 452 adult fans of TV show Facebook pages revealed which types of posts most engage audiences in ways that fostered engagement, parasocial interaction, and ultimately, viewing loyalty.

Previous studies (especially in the US nonprofit sector) have found that organizations' overall use of social media platforms are focused on one-way communication strategies. Although more people are connecting everyday through social media, it seems companies are using social media for informational purposes rather than engaging stakeholders in conversations. However, is the same scenario of social media information currently presented on Spanish speaking regions like Puerto Rico? The purpose of this paper is to analyze how the top 400 locally owned Puerto Rican companies of 2013 are using social media platforms not only for information but for communication and mobilization as well. Mobilization means that companies are empowering customers and fans to do something (e.g. buy a product, share information or attend an event). However, is this way of empowerment to do something could be also seen as a symbol of control by corporations? A quantitative content analysis was performed to all the content posted by Puerto Rican companies on their official profiles on Facebook during a one month period. Every post sent during this period was coded using Lovejoy & Saxton's framework (information, community, and action), among other variables. A total of 122 companies were found with Facebook active profiles, representing an increase of 454% from previous years. As consistent with literature, companies are using social media for informational purposes (promotion of products and services mostly) and this pattern is presented in Puerto Rican companies as well. However, findings reveal a good percentage of companies using Facebook for mobilization rather than promoting dialogues.

Purpose – The purpose of this paper is to analyze the impact of different types of content of viral marketing in a popular social networking site. Our research is founded on recent studies which categorize posts on Facebook. Design/methodology/approach – Data for 2583 posts in eight profiles of Brazilian beer brands were coded and analyzed. We used a regression model and Analysis of Variance to establish relationships among independent variables and a dependent variable. Findings – Two hypotheses were supported. There was a positive relationship between posts of the categories Fan and Promotion and Publicity and viral marketing. Posts of the categories Information and Pool did not have any significant effects, and confirmed previous studies which analyzed likes and comments as dependent variables. Originality/value – Previous studies using the platform did not categorize posts created by brand fans/followers. Our typology is a quantitative improvement in relation to studies with similar objectives. Hence, marketers involved with brand management on Facebook should publish posts which promote the brand and reproduce content generated by people engaged with it if they seek to increase the viralization capacity of such posts.

Industries have been comfortable in incorporating social media as part of their marketing strategy tools. The fashion industry is not an exception. Italy has been known as a major center of the European fashion industry, with SMEs playing an important role in this sector. Adopting an exploratory approach, we present a single case study of how an Italian SME luxury fashion brand conducts and implements its social media marketing strategy. The research methodology mixes qualitative and quantitative approaches, including a survey and Facebook and Twitter content analysis, respectively. The work is based on a conceptual framework on social media marketing strategy synthesized from extensive social media marketing literature. Our findings suggest that most strategic actions implemented focus on promotion and sales process marketing activities. Other quite significant actions relate to company image and values content delivery, as well as engaging key influencers or personalities as means...

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