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dc.contributor.authorSabaté i Garriga, Ferran
dc.contributor.authorBerbegal Mirabent, Jasmina
dc.contributor.authorCañabate Carmona, Antonio
dc.contributor.authorLebherzd, Philipp R.
dc.contributor.otherUniversitat Politècnica de Catalunya. Departament d'Organització d'Empreses
dc.identifier.citationSabate, F. [et al.]. Factors influencing popularity of branded content in Facebook fan pages. "European Management Journal", 01 Desembre 2014, vol. 32, núm. 6, p. 1001-1011.
dc.description.abstractSocial media is achieving an increasing importance as a channel for gathering information about products and services. Brands are developing its presence in social networking sites to meet brand awareness, engagement and word of mouth. In this context, the analysis of the factors that are conditioning consumer interaction with branded content becomes a matter of interest. This paper aims to shed light on those factors that are expected to impact on Facebook branded post popularity. A conceptual model is developed to reflect the influence of the content's richness and time frame on the number of comments and likes. An empirical analysis using multiple linear regressions is conducted based on 164 Facebook posts gathered from the fan pages of 5 Spanish travel agencies. Results suggest that the richness of the content (inclusions of images and videos) raises the impact of the post in terms of likes. On the other hand, using images and a proper publication time are significantly influencing the number of comments, whereas the use of links may decrease this metric. This study empirically contributes to the existing literature on the management of marketing strategies for consumer engagement in social networking sites.
dc.format.extent11 p.
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 Spain
dc.subjectÀrees temàtiques de la UPC::Economia i organització d'empreses
dc.subject.lcshFacebook (Firm)
dc.subject.lcshInternet marketing
dc.subject.lcshSocial media
dc.subject.lcshOnline social networks
dc.subject.otherbrands communications
dc.subject.otherconsumer engagement
dc.subject.othercontent marketing
dc.subject.otherfacebook brand page
dc.subject.otheronline marketing
dc.subject.othersocial media
dc.subject.othersocial media optimization
dc.subject.othersocial networking sites
dc.titleFactors influencing popularity of branded content in Facebook fan pages
dc.subject.lemacMàrqueting per Internet
dc.subject.lemacMitjans de comunicació social
dc.subject.lemacXarxes socials en línia
dc.contributor.groupUniversitat Politècnica de Catalunya. GREDIC - Grup de Recerca Economia de la Innovació i del Coneixement
dc.rights.accessRestricted access - publisher's policy
dc.description.versionPostprint (published version)
upcommons.citation.authorSabate, F.; Berbegal-Mirabent, J.; Cañabate, A.; Lebherz, Philipp R.
upcommons.citation.publicationNameEuropean Management Journal

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Except where otherwise noted, content on this work is licensed under a Creative Commons license: Attribution-NonCommercial-NoDerivs 3.0 Spain